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Companies and the customers who hate them essay summary: companies and the customers who hate them how can customer dissatisfaction lead to higher profits for the company companies have found out that ill-informed customers can be beneficial for them in terms of profits. Companies and the customers who hate them by gail mcgovern and youngme moon one of the most influential propositions in marketing is that customer satisfaction begets loyalty, and loyalty begets profits. In industries where squeezing value from customers is commonplace, companies that dismantle these harmful practices and design a transparent, value-creating offer can head off customer retaliation and spur rapid growth. Why do companies bind customers with contracts, bleed them with fees, and baffle them with fine print because bewildered customers, who often make bad purchasing decisions, can be highly profitable. Companies have found out that ill-informed customers can be beneficial for them in terms of profits some companies have abused their customers intentionally, however others unwittingly exploited and took advantage of them.
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