<b><b>Why should we bother with customer care? Is there proof that it boosts profits? Good questions, says Malcolm Pitcher, and no, there is not proof. In fact in the short term it will cost you. But those who do not get on board are going to suffer, he says. It&amp;’s all about having soul...</b></b><br><b>There is a question I am sometimes asked that, because of my upbringing in the world of customers and markets, always shocks me. Just recently I had it put to me again, at the end of a conference presentation. </b><br><b>There was the conference delegate, sitting at the back with arms folded tightly across his chest, legs thrust firmly forward in that &amp;“repel all boarders&amp;” pose, and there was the question: &amp;“Is there a positive correlation between higher customer satisfaction and improved profitability?&amp;”</b><br><b><b>hara-kiri time</b></b><br> That anyone should even believe the answer to that could be &amp;“no&amp;” is beyond me. Back in my Honda days to ask such a question would have been tantamount to treason. My Japanese colleagues would have probably considered me to be slightly mad and my European colleagues would have suggested that some ancient ritual involving a sharp sword might be in order.<p></p><p>I really do …