Which type of customer are you?

I just read an interesting article at BYU's website discussing how companies issue customer service to disgruntled clients. The article asserts that organizations train their employees to issue customer service in a standard way (apology + compensation) but in reality, there are three types of customers, and each would prefer to be reconciled with the company in a different way.

If a company can train its employees to offer three different "types" of compensation, it would stand a better chance at retaining customers.