companies that respond quickly to customer complaints (i.e., reactive customer monitoring) are viewed much more favorably than companies that are slow to respond or never respond. In In particular, studies have shown that when a company thanks customers with follow-up letter, offers a sincere, specific response to the complaint (not a from letter, but an explanation of how the problem will be handled), and contains a small gift, coupons, or a refund to make up for the problem, customers are much more likely to purchase products or services again from that company