THE CARE AND KEEPING OF CUSTOMERS

The first question any business must understand is WHAT
business they are actually in.
Most people think McDonald's is in the restaurant or
hamburger business, but many analysts have observed that
they are actually in a variety of businesses.  They are in
real estate development. They are in the entertainment
business. But most of all, they are in the customer service
business.
Every business is first, last, and always in the business
of providing superior service to its customers.
It costs a fortune to attract a new customer. The time,
money, energy, anxiety and effort to get a new first-time
customer in the door is a huge expense. No business has the
resources to attract and serve only new customers. The key
is in keeping and serving the customers you already have
and profiting from their repeat business over time.
No matter what business you think you are in, your first
business is in serving and partnering with your customers.
It's called customer retention. Sometimes it's called "up-
selling." It goes by many names, but the principle is the
same:  Nurture and keep your customers!
Customer service is about reliability and relationship.
It's about trust. It's about the quality of your product,
but even more, it's about the quality of your service
before, during and long after the sale.