CHAPTER SEVEN

Create a GreatCustomerExperience

“The golden rule for every businessman is this: ‘Putyourself in your customer’s place.’”

—ORISON SWETT MARDEN

The secret to success in business can be summarized in a single sentence: “Make your customers happy.” The key to your business future is the degree to which you create that experience for people—that you delight customers over and over again and make them happy that they decided to do business with you.

Nothing generates greater customer satisfaction, loyalty, and repeat business more than a companywide commitment to pleasing your customers. It is the key to triggering the response, “This is a great company!”

It is expensive to acquire a customer for the first time. Once you have a customer, ...

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