1. Look back on your own experiences as a customer and identify situations when little things have made a difference in your buying decision. Think, for example, of places you have stopped doing business with. What little things pushed you out of the zone of indifference into the dissatisfied range? Be as specific as possible and remember that often dissatisfaction comes from a series of truly small, almost insignificant turnoffs.
2. Describe in your own words the three categories of customer turnoffs. Give five specific examples of each.
3. Among the most important determinants of customer satisfaction is the availability of feedback. We gain clearer insight into what customers want and don’t want by systematically processing all types of feedback. Describe five ways today’s organizations and individuals can sharpen their insights with useful feedback.