Case #1

Yes, believe it or not, most people are willing to spend a few extra dollars if it means they get treated better. Research by PricewaterhouseCoopers (PWC) reveals that 83% of customers will pay more for great customer service. Specifically, people are willing to spend up to 16% more, which could mean serious business for big-ticket service-based companies. And considering that great customer service translates to customer loyalty, the payoff here is hard to ignore.