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Gruca Comments on Consumer Satisfaction

The University of Michigan's year-end 2007 customer satisfaction survey shows a flat year for customer happiness. When the economy hits some turbulence, as it's done lately, company owners need to try a little bit harder to get customers back in the door. But by and large, companies haven't turned to customer service to do it. "If people are spending less, then they are really going to be thinking more about where they will go," says TOM GRUCA, a University of Iowa marketing professor who has studied correlations between customer satisfaction and cash flow. Customers have long memories, and tend to resent the brush off when things are slow. "People aren't stupid," Gruca says. "The question is where you want to be positioned when things come back."

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