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Customer complaints can cause profits to surge.

A friend running a prominent BBB branch did a special study for one of the major Japanese auto firms in the US and confirmed that surprising fact. His careful research proved conclusively that the immediacy of CSR response was significantly directly positively correlated with repurchase actions.

The truly shocking discovery was that it made NO DIFFERENCE if the outcome of the quick response to the complaint was good or bad. The speed of immediate response was the key. An instant "sorry, no" was found to be much more influential in customer goodwill (as measured by actual spending) than a dilatory delayed tardy "yes, of course".

Imagine that! Reinforcement power is a function of response speed. Who woulda thunk ... Certainly not news to TR professional, is it?

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