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Winning the Customer
Turn Consumers into Fans and Get Them to Spend More

Download Chapter 4 - Delivers

Written by: Lou Imbriano
Published by: McGraw-Hill Professional
Offered by: Awareness, Inc.

Chapter Excerpt

'Sure, plenty of companies talk about great customer service. Their definition of customer service is usually pretty formulaic, though: provide complete satisfaction for paying customers in the hopes that they will come back again. This kind of thinking sets the bar extremely low - so low, in fact, that companies that look beyond it are able to do just a little extra and get a lot in return. As I look around at companies in all sorts of industries, I am convinced that folks have to think about consumers, business partners, and potential customers in a deeper and more involved way. If you want customers to always be there for you, in good times and in bad, you have to become a Relationship Architect in every encounter.

You'll want to habitually think of every interaction as an opportunity to gain a new customer or build upon the relationship that you have. The capacity is in all of us; it's just that life is so busy at times that we lose sight of the endgame, growing relationships to build revenue.'

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