Balancing Customer Satisfaction and Designing Customer Service Program

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Offending or upsetting a customer indicates a problem, but it doesn't mean customers should design customer service programs. Instead, businesses should learn from customer experiences and avoid repeating mistakes. Market research should be handled cautiously. For example, first-class air travelers may prefer to be left alone rather than extravagant meals and wines.

Rory Sutherland is a British advertising executive, author, and marketing visionary. He’s the UK Vice Chairman of Ogilvy, one of the world's largest and most renowned ad firms. Mad Men is largely inspired by the company and one of the firm’s founders, David Ogilvy.

Rory started Ogilvy’s behavioral science practice, pioneering the application of behavioral economics and evolutionary psychology to marketing and advertising.

Some of his counterintuitive theories on marketing and human behavior are compiled in his book Alchemy: The Power of Ideas That Don't Make Sense, where, primarily, he argues that great marketing ideas are often built around a core that is profoundly irrational.

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