Here is a really tasty quote from Seth Godins post – Win the fight, lose the customer.
…smart marketers understand that the word ‘right’ in “The customer is always right” doesn’t mean that they’d win in court or a debate. It means, “If you want the customer to remain a customer, you need to permit him to believe he’s right.”
If someone thinks they’re unhappy, then you know what? They are.
It is definitely not rocket science, but it’s always worth repeating. And in addition, it is worth not just repeating, but actually living by and taking action based on it!