Grant Leboff: How does a company ensure that it truly understands why people buy from it? What the great strengths of it are, and also the alternative, which is some of its Achilles heel? I know as a marketer, doing strategic work with companies, I’ll often go in and they really don’t have a good understanding – especially when I then look at what else is going on – with why their customers keep coming back or come to them in the first place?
Susannah Schofield: Terrifyingly, there’s a statistic out there that actually 63 percent of customers don’t return. They just walk away and they never complained. So 63 percent leaving without complaining, is a terrifying statistic because there’s no way of mapping that or knowing it’s going to happen. And I know, as a consumer myself, I tend not to ring the company that makes my foundation and say, ‘I’m leaving now. …