"We all buy products, and when we get that product, we're on our own to kind of unbox it. We may hear like, 'hey, would you leave us a review?' But really, what I needed at that moment was some nurturing and support around product ownership." – Ken Rapp

Ken Rapp, CEO and co-founder of Blue Stream, shares the heartbreaking story of how his new guitar cracked because no one guided him through proper care—and how that experience sparked a company reshaping post-purchase customer relationships. Ken reveals the concept of "silent churn" where over 93% of struggling customers engage when brands ask "how are you doing?" instead of "leave us a review." We explore how physical product brands can create the digital relationship advantages that tech companies like Apple have mastered, and why the first 30 days after purchase is the most critical (and  ...