I went to a store today to return a defective product they manufacture and sell. This is a chain that spends millions to get folks like me to buy from them. I like the chain, and I shop there often, so their marketing worked on me!
The store manager today insisted on negotiating with me. He only wanted to give me credit for 75% of what I spent on the defective item. Even though I had a receipt! I had to verbally wrestle with him for some time to convince him that his strategy was unwise and could cost them a customer.
In the end he agreed to give me full store credit (remember that I had my receipt!), but I couldn't help wondering why so many store managers and customer service people don't get it. Their supposed heroics cost their company so much in lost sales and lost customers.