"Opinions of friends" is cited as the most important source of pre-purchase information as compared to other sources of marketing information. Thus customers whose requests for assistance are satisfactorily handled become an important source of low-cost advertising.

Customers whose problems are not handled sufficiently tend to tell eight to ten people about their negative experiences — twice more than they would tell if they had positive ones.

The above consumer insights demonstrate that today, businesses compete in an environment where products and prices can be compared in an instant and customer expectations and demands are continuously accelerating. Customers demand round-the-clock accessibility to products and services, secure order processing, timely delivery and responsive service.