Dear Companies of the World:

You want our money. We want your products and services. In most cases, there are numerous firms competing for the same consumers. How do we, the consumers, decide which to do business with? Price is only part of the equation. Quality is only part of it as well. Service (especially these days) is yet another KEY part of it. That's right, service. In these days of near-perfect flow of information, prices and quality are fairly uniform. If you want to get us as a customer, and more importantly keep us (costs way less to keep one than find a new one) offer decent service. Most of us do not complain and are not out to cheat you, but that's the way you treat us. When we call or ask questions, answer them. Give us the benefit of the doubt. We are all not liars. In fact, most of us are honest to a fault. If you treat us better, we have a tendency to do the same to you. If you would just watch out for our best interests a bit more, we might not write letters like this one, and might just be inclined to spend more of our money with you. It's a win-win. Think about it, will ya?

Signed,

Disappointed Consumers