My organization conducts research on customer satisfaction with many consumer products and services, across many industries. In looking at a number of these syndicated studies, and, in particular, two of our larger studies in the financial services industry, certain expectations emerge that are common across consumer product and service usage. I like to call these expectations "truisms" in the consumer world.

One of these truisms is that service is important. In our syndicated studies on credit card holders and on-line trading, "customer service" ranks highest in the hierarchy of customer expectations.

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