In a lot of cases prevention can make a huge difference. For example, a friend of ours was the regional director for an insurance company in the southern part of the country, where it didn't freeze very often. On rare occasions when it did freeze, those without freeze insurance would get all sorts of damage and get very unhappy when they called the company and found out they didn't have protection. What our friend did was make sure that everyone was told that while it didn't freeze very often, it was important to get freeze insurance. Also, on those rare occasions when there were freeze warnings he made sure that every policy holder was contacted and told what to do to prevent freeze damage. As a result, everyone was happier. In the future, every dissatisfied customer was sent to the regional director and he turned every one of them into more business because he listened, figured out the problem and found a way how to solve it. He turned those situations into trust.
Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.
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