Sometimes a customer can fool you. Everything seems to
be okay but as soon as they leave you and get with friends
and family they cuss about you. A “cusstomer” is someone
that has either spent money with us or tried to spend money
with us. They are the person to whom we have fallen short of
meeting expectations. They are so mad at us they want to
cuss us out. Many do.
Only 9 percent of those we service poorly will tell us. The
other 91 percent will probably never give us another chance
to earn their business.
Word of mouth advertising is also prevalent among
cusstomers. They will tell nine or ten of their friends,
relatives, or co-workers. One in eleven will tell twenty others!
If you do not think you have cusstomers you are being naive.
Even the best run customer-oriented organizations will fail
from time to time. Improve your customer service techniques
and you will reduce the number of cusstomers.
Consider the long list of retailers that lost sight of the
customer service excellence. A&P grocery stores,
Montgomery Ward, and Bill Knapp’s Restaurants were
continual bottom dwellers for external customer service.
They regularly got complaints without reacting. Cusstomers
were also responsible for the demise of Kmart. All these
companies except Kmart are now extinct and Kmart
continues to surprise analysts they can keep doors open.
Remember: even if you have just one cusstomer a month
they will tell ten people you are not worth doing business
with. That’s 120 people a year more likely to go to your
Use this term for developing skills in these areas:
A Bizerm™ is a new business term
combining two descriptive words into a
single word or phrase whose definition is
often only known by those using it. To see
more terminology in the workplace, click
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