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eHarmony and other matchmaking websites need to make happy customers into brand evangelists in order to compete. Because the strength of customers’ experiences is directly tied to how well a company executes in fulfilling the value proposition, the operations budget in effect becomes an extension of the marketing budget. A continual outflow of post-transaction customers with favorable impressions of the company can enhance the effectiveness of a company’s marketing budget. At the very least, a company shouldn’t be shooting itself in the foot by having negative impressions propagate via WOM and undercut the paid marketing message.
