How to Lose an Account

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1. Things had gone well with this account overall. What, though, were the critical issues in determining the customer’s satisfaction that led to the loss of the customer? Was the problem simply a lack of satisfaction with the product? Using concepts from the chapter, describe how the customer’s value equation was influenced by the experiences both before the call and during the call.

Companies in all industries and of all sizes understand that customers are perhaps their most valuable assets. Improving the overall customer experience is vital for continued success and survival, and always has been. In the words of many industry professionals, losing a customer is the absolute worst thing that could happen to our company. This mantra has always stood true, but when we're fighting with competitors for every dollar, customer retention is key. In our case we have a functional type of relationship between the customer and the company. “Functional relationships are long-term market exchanges characterized by behavioral loyalty – the buyer purchases the same product out of habit or routine. “ (J. Tanner, p.354) As we can see from our case the relationship between Mobile Connection and Health Resources of Texas (HRT) is continuing for 3 years. In the functional relationship customer satisfaction is very important because without it, behavioral loyalty cannot develop. Customer satisfaction is the degree to which a buyer is satisfied with a product, service or company. Companies are very interested in ensuring that customers are happy with the performance of a product or the quality of service because it will affect future purchase decisions. In fact, quality may be the most important of the customer satisfaction objectives because the consequences of a bad product or poorly performed service are virtually impossible to overcome. In our case the problem is not exactly with the product but with the service. The service is poor because Tony Lagera, the service...
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