RÉSUMÉ
En 30 secondes
Meltem Kuran Berkowitz argues that sales cannot sustain customer relationships if the product fails to meet expectations.
- 1The sale is not enoughPersuasion can win a customer initially.
- 2Expectations matterBerkowitz says business customers may leave if the product disappoints.
- 3Reputation travelsShe argues poor experiences can become known to others.
À retenir
- Sales can persuade a customer to try a product.
- A product that disappoints may cause customers to leave.
- Customer experience can affect reputation.
TEXTE INTÉGRAL
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01
Product quality and retention
Berkowitz connects customer expectations to retention and reputation.
Meltem Kuran Berkowitz says a sales team can persuade someone to become a customer, but that is not enough if the product fails to meet expectations.
She argues business customers may leave and share their experience when a product disappoints, making product quality central to retention and reputation.
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