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which is why it's important to focus on the key data point of this post -- doing good by customers is going to be more profitable. The return on complains, it turns out, is quite negative.

I wanted to re-visit this since my first comment didn't work, and candidly this probably won't be half as articulate because it's not fresh on the mind. I apologize.

My problem with responding to every Tom, Dick, and Jane that post a complaint online directed a friend as opposed to your brand is that in answering those complaints are the brand's not encouraging that approach?

If every time someone whines you come to the rescue (and this works for guys like Vaynerchuk), aren't we teaching them to expect that response? And is that the best strategy?

What if we had an architecture in place that enabled people to address their complaints to specific parts of a company instead of blasting it to anyone who'll listen. YES - it's powerful to convert someone that way, but are you setting yourself up for failure? Is it *really* scalable? Maybe, but I'm unconvinced it's the best approach.

maybe online? Offline, people tend to cut to the chase. Want to know who is the go to mechanic? Here's the name of one who will not let you down, etc.

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