Establishing open, two-way communication. This goes beyond just listening to the
customer. The customer also needs reassurance that they are being heard. To accomplish
this they must receive message confirmation.
Build a bond of trust by never doing anything that would cause the customer to feel
betrayed. Honest, up-front disclosure can build a relationship because you are willing to
express a willingness to work together for the mutual benefit. And don't forget: the
perception of deceit or lack of full disclosure is just as bad as outright betrayal.
Add superior value, beyond the base value defined by the customer. This extra effort
will be rewarded with an increase in loyalty. Value, as used here, includes non-sales
service factors, as well as product features.
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