7 Keys to Marketing Genius: Multipliers
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
The process of dissatisfied customers disparaging your reputation is called a negative multiplier. A customer is not happy with your product, so he or she tells two friends, and they tell two friends, and they tell two friends, and so on. I am sure you can figure out that the counterpart, a positive multiplier, is the goal. When you truly satisfy your customer, he or she is likely not only to remain a customer, but to advise others to become customers also.