I've been involved in an ongoing conversation for years now.
I believe that if you treat customers well, put yourself out for them even, your business will be more successful. Customers will come back. You'll make more money. Everyone will be happy.
Problem with this is that is a belief based statement. Pretty hard to run analysis other than belief based churn reduction. Numbers guys don't like that kind of thing.
The good news for people like me is that Telecom's new CEO is very clear that putting customers first is very clearly our number 1 objective. Made life a whole lot easier.
Ironically - after a day listening to Paul Reynolds and being dead impressed by his commitment to this approach, I found this piece of research entitled Happy customers provide higher returns and are lower risk.Who would have thought, huh? Will be one for the back pocket when the accountants come around.