I love this graph and use it all the time when teaching customer service skills. It really highlights just how hard organisations need to work to keep customers satisfied. It also highlights and reinforces the old saying that “Bad news travels faster than good”. I first saw this graph many years ago as part of an article called Putting the Service-Profit Chain to Work by James L. Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr., and Leonard A. Schlesinger. It was published in The Harvard Business Review.