

A little understood rule of retail is:
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Customer buys something, has neutral opinion.
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Product has a problem, customer has negative opinion.
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Company resolves problem well, customer now has positive opinion.
That’s a very important lesson for organisations to learn. A customer complaint is a golden advertising opportunity.
Aristotle broke it down into:
Ethos (credibility)
Pathos (emotional appeal)
Logos (logical argument)