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Relates a number of stories with regard to unsatisfactory items purchased by the author, describing his efforts to get satisfaction from the companies involved. Considers common elements of the various stories including factors such as: manufacturers of excellent image and reputation failing to produce failure‐free products; too many different management systems existing in traditional companies; and approaches of customer service and after sales service departments often being poor. Lists numerous trends for the future which may lead to the meeting of customer requirements. They include factors such as globalization leading to greater competition and greater information being passed to the consumer. Suggests that we are now witnessing a paradigm shift regarding the importance of the customer and notes that customers need to be clever enough to make the most of this situation.