Customer Loyalty: A Reactivation Story (

About 10 years ago, REI made me so stinking mad that I swore I’d never grace their check-out again. A brand-advocate no more, I huffed my outraged “customer-no-service” story to everyone that cared to listen. Their offense? They made me pay for return shipping on a few items that didn’t fit. And worse, because I didn’t get my way, I decided the phone rep was rude and dismissive. Yes, I’m guilty of perpetuating the “all-about-me” attitude pervasive in the consumer world.

WORD OF CAUTION: YES, one bad experience can ruin a customer relationship forever. And the reason can be as petty as feeling dismissed.

But then, darn it, suddenly I couldn’t avoid them – they were everywhere. Read more at:

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