Bruno: A win-lose doesn't mean only win-lose with this customer. So you will, first of all, this customer is losing. You’re winning. But you will lose this customer and you will lose potential customers that could have come if this customer was satisfied. If the customer was satisfied, they could have brought to your company additional customers. So you're not only losing this customer while you're losing other potential customers. So remember that every customer has a network. And when you satisfy a customer, these customers are more prone to recommend your company to the network.

The opposite happens when you have them satisfied. I always use a very interesting quote from Tom Peters that he always observed the famous management guru and said that, "always under promise and over deliver" under promise and over deliver this means be humble with your approach. Try to show your products in a humble way, we're not boasting about this.

But then try to surprise in a positive way, try to exceed their expectation because satisfying their needs is basic, this is the default stage should be. But exceeding that expectation means going beyond their expectation. I always tell my clients a very simple example, here I'm based in London now for many years.

Little gestures make a lot of difference. Because you are generous when you're focusing on them, bcause you are serving them, you are not selling. You are serving them. You're making them feel comfortable about the purchasing experience.

Because customers want to feel comfortable, not only when they get the product. Even before buying the product, during the buying process and after buying the product, we call this touch point. During the buying process, customers should be comfortable with asking questions, when checking the condition, when asking about usage of the product, or risk involved with the product.

All these questions should be clarified and also before buying the product, the customer also has enough information to make a very well-informed decision. So after buying the product, customers should be also open to ask for a clarification on how to use the product, or a clarification of how to return the product or get a refund.

So companies should bring about positive, emotional experience all over the process. Satisfaction of needs has an emotional basis. So when you satisfy customer needs, this means that they feel well about your product, your service, and your company. So it means that they tend to love your product, tend to love your company, and they're more prone to recommend your company.

Instead, when customers feel dissatisfied, they experience negative emotion. They will feel angry. They will feel resentful, and it is all negative feelings and these will drive customers to look for other products, to be revengeful, to leave negative reviews, online, negative word of mouth.

And this is very bad for the company and also its pushing away all the potential customers that might have come in the future.

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