Should customer satisfaction always be a priority? Not when satisfying customers has a negative impact on your profitability. That’s what an Amazon’s customer, Nir Nissim, recently discovered when he was banned from the e-commerce platform because he had made too many returns. His escalation to Jeff Bezos eventually allowed him to be brought back in the big family of Amazon customers. Yet, this kind of experience is likely to leave Mr. Nisim with a great dose of frustration and dissatisfaction. Unprofitable customers can be a real issue for businesses and pose some serious marketing...