When was the last time you were happy with how a company treated you for patronising its product or service? Sure, a lot of these experiences may have been perfectly pleasant, because things sometimes work the way they are supposed to, but think about what happened the last time a promise made to you was broken.

What happened when something stopped working a week after you purchased it? What happened when you bought a television set that was supposed to be installed within a day and was still in its box a week later? What happened when you paid your internet bills on time, but still couldn't log on for four days without being told why? What happened when a company said it had delivered a product you ordered, with the product in question nowhere in sight?