Think of how many businesses are not easy to do business with. Long hold times when you call. Unhappy or un-empowered people (or both) who answer the phone. Your emails never get answered. Returning an item is expensive and the process is cumbersome. Rebates require tons of paperwork and the bet (by the provider) that you’ll lose or never use that rebate card. You get cut off when you get transferred to another department. You have to punch in and say your account number multiple times. The list goes on and on.

But the upside is that if you are easy to do business with, your audience will adore you.