The customer market domain: Managing relationships with buyers, intermediaries and consumers

First, resolving immediate problems results in a probability-of-repurchase rate of 80 per cent for the previously dissatisfied customer, as compared to 10 per cent for the dissatisfied but uncomplaining customer and 27 per cent for an average customer. In other words, by making it easier to reach the company and by responding effectively, GE gets more opportunities to convert dissatisfied customers and to strengthen relationships. Second, contact with the centre significantly increases customers’ awareness of the GE appliance line and their consideration level. Finally, the knowledge that is generated through customer interactions provides valuable input to the sales, marketing, and new product development processes.