The business owner sitting across from me was so angry he was shaking as he shared his story. It seems that another customer had sent him an email ending their relationship. I asked what he meant by ‘another’.

His voice rose and the shaking intensified as he went on about the “lousy customer who doesn’t appreciate the quality of my products and all my company does for them.” And yes, there were others. In fact, there were regular customer bailouts which, I wasn’t surprised to hear, took a lot of time, effort, and cost to replace.