Customers do business with people they know, like and trust. This is the golden rule of sales and marketing. When people know you, like you and trust you, they are more likely to do business with you. It is usually that simple… and that difficult. For many businesses, the proposition of winning customers is lost in second part of that rule. After businesses spend huge amounts of money in advertising and promotion – touting who they are and what they do — so that people will ‘know’ them, they invariably lose customers (and flush all that money away) when those very customers don’t ‘like’ doing business with them. Hence the birth of Customer Service and Customer Retention Departments, layers upon layers of management, and a booming industry of outsourcing service centers to India and the like. Continue reading





