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By Kristin L. Anderson

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Do your customers ever feel caught in an Abbot and Costello routine because you’ve created a unique vocabulary to describe your product offerings? Keep it simple. Managing Your CustomerService/Sales Profile 39 Key #1: Make Systems Simple. The more obvious and intuitive your processes and procedures are for both customers and employees, the easier it will be to create a superior service experience. This is as true for traditional bricks-and-mortar retail stores as it is for innovative Internet applications.

So create ways for customers to have the experience of customizing. ” You can create controlled demassification for your customers. Today’s car buyers can have any color they want … from the palette of colors offered. Where can you give your customers scope to shape their own service experience? Key #3: Look for Opportunities to Expand the Relationship. Amazon now sells just about everything, including, of course, books. Our favorite Minneapolis restaurant, Tejas, offers its signature salsa by the jar.

An Hourglass is most stable when it has a strong base of initial transactions and those transactions are handled in such a superior way that customers are eager to tell others about their experience. When this happens, the Profile creates its own self- 26 Customer Relationship Management renewing energy. Diane, for example, does put considerable time and effort If you have a Pyramid into maintaining contact Profile, communication with existing customers will focus on repeat busiwith past clients, sending ness, making the next sale.

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