The Perception of a Difference

Wes Zimmerman . Wes Zimmerman

Customer Care

Chapter 11 - Customer Care
Customer care is your responsibility every day you are employed by the company.

Customer care requires communication and dialog so that the customer never senses the indifference that leads to loneliness. Feelings of indifference accounts for 68 percent of all lost customers.

When you and I are part of a small business, we know that our income from the business depends on its customers. We get to know them and take care of them because we like them and know our paychecks come from them. When the business grows into a big corporation, we often lose sight of this; so do the people in the top floor corner offices.

Customer care means that everyone in the company is responsible for customers.

Customer Care:
The first point of sale contact is the person who answers the telephone, or the first person to see a customer coming into the store. This point of sales contact is not usually a commissioned sales person.

Does the customer courtship end when the sale is completed?

It is just the beginning, however most of the time customer care and customer service are just like dating. When the dating stops – so does the relationship.

As Wes Zimmerman points out in The Perception of a Difference, customers are lost because sales representatives do not see them often enough.

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ISBN 0-9760307-0-5 - Hard Cover, 305 Pages

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