We love customers. Popular authors and consultants encourage organisations to satisfy them (Cockerell 2013), delight them (Curtin 2013), and even hug them (Mitchell 2003; though we predict mixed success from following this advice, based on a myriad of background factors). Overall, companies accept these recommendations wholeheartedly. We want loyal customers; we want “raving fans” (Blanchard 1993).

And yet, this singular […]