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Plan＃9   Maximize total customer value

Customers are the most important asset of any business, and they will leave any business that treats them with indifference or makes them feel like they are not appreciated. To avoid that:

＊    Make everyone an ambassador of customer service---with responsibility to ensure that overall experience is good.

＊    Have a customer-service diplomacy policy in place---which may incorporate commonsense guidelines like:

◎ Great customer as welcome and honored guests

◎ Answer the customer’s questions knowledgeably

◎ Never say that “ that is our policy”. Instead, use empathy.

  ◎ Handle complaints systematically and well

＊    Threat customer retention as a profit center rather than a cost center for your business---and put your best people onto the customer retention team.

＊    Stay in touch with your customer regularly.

＊    Make it easy for existing customer to do more business with you---through special exclusive offers, customers loyalty programs with great incentives and so forth.

＊    Find new ways to offer existing clients a greater variety of the products and service they like.

＊    Make it easy for customers to refer their friends and associates---with a great referral program which delivers benefits all round.