We have seen, shortly, how much a satisfied customer and above all faithful it can be worth for a company.
Beyond to all the positive effects cited you, we must mention the aspects denied to you, indeed lethal, than the dissatisfaction of the customer it can instead provoke.
Essential it is to remember that the customer has from its part the most powerful arm: the choice.
If it is insoddisfatto of the received service, can decide in every moment to abandon, determining for the fornitrice company in the first place loss to us of revenues, but not only.
Therefore like the passaparola (Wom, word of mouth) positive enriches the company, viceversa the passaparola negative of the insoddisfatto customer impoverisce it, but in more powerful way.
According to a search carried out from the Tarp (Technical Assistance Research Programs) in fact, a insoddisfatto customer tells the reasons of its dissatisfaction medium to others 8-10 upgrades them customers.
Part of these stretches to they time to diffuse negative news on that company, also never not having tried directly the experience.
To the end a vicious circle is created that brings damage to the same image of the company, which difficultly will succeed to reconquer those upgrades them customers with marketing campaigns; the customers upgrade them are, in fact, more he tilts to giving confidence to who already has used near that company rather than to the publicity. The costs of the dissatisfaction can be reassumed in:

• losses of opportunity on insoddisfatti customers. In this within the entered lacked ones are comprised because of lost customers, and the smaller revenues which had to the lessening of the purchases carry out you from the customers and to the passaparola negative that the same ones determine.
• costs of the management of the disservizio. The company will have in fact as an example to undertake actions of recovery of the customer, consisting in reductions in price or the distributed substitution of the prodotto/servizio.
• costs of replacement of the customers, that is the supported costs in order to acquire new customers in place of those lost ones, and deterioration of the corporate image.

Figure the 1,3 costs of the dissatisfaction

Source: Gramma (1993) ⁷

• Note 7: Gramma, op. cit.