I recently finished a book called How to Deal with Difficult Customers: 10 Simple Strategies for Selling to the Stubborn, Obnoxious, and Belligerent
by Dave Anderson. The focus of the book is how to sell to ‘SOB (Stubborn, Obnoxious or Belligerent) Customers but many of his words of wisdom apply to the practice of customer satisfaction. Most customer satisfaction theory revolves around the quality of the product and post sale support. The main point of this book is that customers can become dissatisfied during the selling process and provides techniques on how to prevent the most common problems.

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