When a flight is delayed why are the passengers who quietly accept their fate and meal vouchers never the ones who get priority on the next available flight? Our instinct is to acknowledge and take care of the customer who complains the loudest. We work hardest to get the dissatisfied, those unlikely to become raving fans, to the point of satisfaction. This strategy leaves fewer resources to delight our satisfied customers. It’s easy to take the contented regular for granted.

It’s hard to ignore the noisy bell. But focusing on the people who don’t feel they have a voice is the most important work we can do. Who are you taking for granted and how can you make them happier?

Image by Scott Ableman