Giving customers the opportunity to leave INSTANT feedback increases the chance of fixing any customer experience issue before the perception chapter is closed.
It is hard to put a smile on a customer that has already left your site with a sour taste in his mouth. You have potentially lost that customer forever; in fact you may have lost multiple customers as each of them carries a social cost. It is a tricky threat that takes a lot of effort to be turned into an opportunity for the business.
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