Chapter 11.  Systemize the Routine; Humanize the Exception

The best time to capture customers is when they have a problem that you can solve. This is true whether it is a new or existing customer, but especially true with an existing customer.

Retailers have known this since the beginning of the last century and have continually offered money back or exchanges and turned themselves upside down if necessary when there is a problem. They know that people talk and spread the word when there is an unresolved problem. They also know that a problem resolved turns an upset customer into a raving fan.

Federal Express has understood this since its formation, and, even in the midst of a major effort to use technology to lower cost by automating the tracing ...

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