If your B2B business is aiming to grow in 2022 (whose isn’t?) then chances are that your sales team is chasing new business. It’s a reasonable strategy – new business acquisitions means more revenue. But what if this new business is replacing churned customers and there is no net growth? Even worse, what if this strategy is plugging a hole of capsized revenue left by more churned customers than acquired ones?

As unfortunate as it is, having poor experiences with businesses seems to be a universal truth for everyone in the 21st century. Even with the internet and all of the conveniences of the digital age, products still don't arrive, they break, or they don't operate the way they are supposed to. On a basic level, disappointment is inevitable.

When it comes to angry customers, you can never put in too much heart. But sometimes it can seem that the more care you put in, the outcome doesn’t change at all – the customer is just as angry. In customer care cases, it’s important to be professional yet empathetic, and always remember the purpose of customer support, uplifting your customers and driving retention.