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By Kristin L. Anderson

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Consider use of space, color, and light. Sit in 40 Customer Relationship Management Poinsettias in March? You no longer notice it—until someone or something brings it to your attention. Kristin recalls making this point at a hospital in the Midwest. “This morning I came here through the front door, not the employee door, because I wanted to see my mom who just had surgery. It’s March and there are two dead poinsettias in the entryway, left over from the holidays. ” Look around your service environment with the eyes of a customer and you too may be amazed at what you see.

Even if you and your team never see a cash-paying external customer, the contribution you make must have some positive impact on those external customer relationDon’t Let the ships or else you should Language Stop You strongly question its value Do you work in the public and purpose. We use the sector or for a non-profit organizaphrase “Service/Sales” to tion? ” And if you rely on tant truths. tax revenue, donations, or grants for Truth #1: Sales do not your operating capital, you may want equal relationships.

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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