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Abstract
The interest of any marketer is to retain both external and internal customers. The cost of replacing customers that disappear is sufficient justification to consider such interest. If we take into account that the raison d‘être of any marketing process is a mutually satisfying exchange, as much for suppliers as for customers, then the designated retention is justified, more so than on the grounds of costs. Since, in the case of services, suppliers and customers market experiences, the possibility of difficult moments or critical encounters requires particular care so that, even in said instances, the customer is retained. This article focuses on the theme of critical encounters and proposes management suggestions to prevent defections from external and internal clients.
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