Benchmarking Customer Satisfaction 185 Chapter 13 Benchmarking Customer Satisfaction The Emotional Triggers That Saved 20 Million Dollars Now and then, everyone finds The most important themselves between a rock and a hard thing in communication place. Although it's never comfort- is to hear what isn't being able to be in that situation, at least said. --Peter F. Drucker most of us recognize when it's hap- pening. We personally know one se- nior executive who didn't. This is the story about a successful marketing agency with smart leadership that almost lost a 20- million dollar account they didn't even realize was at risk. At a crucial juncture, emotional-trigger research exposed critical in- sights top management needed to save the contract and continue the association. Lesson #10 Personal dynamics do not equal a solid business relationship. 185