A customer ordered NoName trainers from NoName shoe.co.nz. The shoes did not arrive even after three weeks; therefore, the customer sent an email inquiring why the shipping status was still “pending.” The ­customer received no reply from the supplier. Five weeks later the customer sent an additional email, demanding a full refund after discovering alarming reviews on the internet, which suggested the site was a scam. The refund was in the ­customer’s account within the next few days. What should the firm have done to create customer loyalty without jeopardizing profits or recovering costs?