4. Mistakes to avoid
4.1 Don't assume that without complaints, your customers are satisfied.
In the corporate world, we hear "we have virtually no customer complaints, so our customers are satisfied": is this really true?
In fact, almost 90% of dissatisfied customers don't make their dissatisfaction known, and 75% of them are likely to go to the competition when it comes to renewing an expiring or new contract (source: TARP). So we need to reach out to customers to find out how satisfied they really are.
4.2 Don't...
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