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Redefining Operational Excellence by Andrew Miller

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CHAPTER 6

ACQUIRING AND KEEPING THE CUSTOMERS YOU WANT

THIS CHAPTER IS BUILT ON two key principals, and neither of them is, “The customer is always right.” The key principles are that your current customers represent your best opportunity for profitable growth and that most organizations know this but don’t do much about it.

How many organizations do you know that ask for referrals from their customers? It’s not as many as you think. I’d say it’s about 25 percent.

How many of those organizations then follow up effectively on those referrals? Probably no more than half of that 25 percent.

Now, how many of those organizations actually measure the number of referrals they receive from their customers or the amount of business that comes from those ...

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