Customer dissatisfaction is the downfall to many products. It happens when customer expectations are not only not met, but also when the company fails to do anything about the complaint. When a business fails to meet customer expectations, customers do business elsewhere. Poor customer service and the perceived indifference of staff and management account for about 66% of customers who don’t return to a business. For example, 70 percent of customers say they will forgive a company for its mistake after receiving excellent service.