The $4 Million Complaint Call

Author: Ron Burley

Source: Inc.

Sometimes, it’s less about the “customer is always right” than that the customer should always be satisfied.  Being sure to communicate to your customers that you will do what it takes to leave them satisfied can have unexpectedly high value. 

In business, we’re often all about the numbers–occasionally to a fault. I’m not saying statistics and metrics aren’t useful tools. Sometimes, however, the success or failure of an enterprise comes down to individual interaction–say, a handshake or a phone call.

Let me give you a good example.

In 1995, I bootstrapped a tech company, Broadcast Software. We created digital audio and automation software for broadcast radio stations. After four years, we had 16 employees and customers in 40 countries.

But we were at a transition point. If companies need to grow or die, we were in need of a transfusion. We had grown beyond my ability to fund future growth out of my back pocket, and it was time to get outside capital. It also turned out to be time for the tech bubble to burst. Our potential funding sources instantly disappeared.

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