1.Remember the ten commandments of marketing in action.

2. Never take your customer, partner , supplier for granted.

3. Listen to the voice of your customer especially complaints because they are goldmine for innovation , solution and service.

4. Exhaust dialogue opportunities whenever crisis arise do not allow it to escalate especially in the media domain.

5. Effective customer relationship is a very strategic way to avoid loss of customers in other words engage your customers emotionally and rationally.

6. Be very slow to react foolishly to your customer when he makes a complaint. Take time to reflect on the areas your company may have gone wrong in the relationship and seek redress with apology.

7. Do not take any client or stakeholder of yours for granted especially when they have formally laid a complaint. Investigate. Research issues brought up.

8. Negative publicity is definitely not good publicity. Once the image of a corporate brand is soiled for unprofessional conduct it will require time and serious media buying and public relations to restore public trust and confidence.

9. The customer is and remains the King ! Treat him like royalty and not a slave or some idiot.

10. Avoid legal disputes especially when you've investigated and discovered your employees have messed up with their interaction with customers. Legal disputes are not investments as they constitute high risk means of financial losses. Explore alternative dispute resolution except it doesn't work out after several attempts.