Satisfaction guaranteed
Last month the nice girl who cooks for the SPECTATOR's contributors' lunchroom wrote to Tesco Stores with a minor complaint to receive immediately a telephone call from Sir Jack Cohen, the grocery mogul himself, promising to look into the problem, which he faithfully did.
On another occasion an acquaintance trav- elled on a short holiday to France with a fel- low called Selim Zilka, a tycoon who controls the Mothercare chain, to find him, on the plane, tackling a pile of letters from shoppers —I hope not all complaints. Zilka said these letters were the most important nost he re- ceived. all of which he answered himself. An economist might christen this 'attention to the complaints multiplier'. It is easy to un- derstand that the unsatisfied customer starts a damaging chain effect in the same way as a single happy buyer produces a word-of- mouth reaction wholly to the advantage of a multiple store operation.
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