Chapter 20
Enhancing Customer Service and Developing Loyalty
In This Chapter
Delivering the kind of service that customers want
Using complaints as opportunities to improve your customer service
Exceeding expectations to build customer loyalty
Great companies know the profile of their most likely prospects, attract those people into their businesses, convert them to customers, and lock them in with a level of service and appreciation they can’t find elsewhere.
Especially during times of competitive or economic threat, developing unshakable customer relationships is the smartest — and most economically efficient — way to proceed. Strong customer relationships protect your business from competitive assault. What’s more, they lead to customer loyalty, which translates to repeat sales at a fraction of the marketing cost and effort required to find, inform, interest, and sell new prospects. Plus, loyal customers spread goodwill for your business, bringing along a tide of new customers with their positive words.
Creating loyal customers through amazing customer service is essential to business success. This chapter shows why and how.
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