As we continue with our exploration of marketing, we are now dealing with some key issues of customer service and customer focus.

a) Most customers are decent and honest 

This follows research that most customers are decent and honest. While I agree with this statement, I am mixed on how to follow up on this recommendation. Singaporeans are fairly astute life-hackers and I would not rely on the good faith on others when conducting a business.

For months we had to keep tuning our money-backed guarantee program to prevent abuse. One classic champion customer asked for his money back and then continued to badger me for advice on what to do after making it clear that he acted on what was taught in the class.

This is why we can't have good things and I've learnt a lot about running an education business from people like this.

b) It is easier to retain and