How to turn the most vociferous of complainers into raving fans and brand advocates who are even more convinced in their positive views than other, more satisfied customers.
If you put one pot of boiling water and another pot of lukewarm water into your freezer at the same time, guess what happens? The boiling water will freeze first! This phenomenon has been known since the time of Aristotle, but apparently even today no one understands precisely why it happens. The UK’s Royal Society of Chemistry, in fact, recently put up a £1000 prize for the first person who can offer a satisfactory explanation.
