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Business


Clive Shearer
Management
by Design
By Clive Shearer
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July 10, 1996

ESTABLISHING CLIENT TRUST TAKES BIG, SMALL COMMITTMENT

By CLIVE SHEARER
Special to the Journal

Trust is the soil of loyalty; within this fertile ground client loyalty is nurtured and grows, one positive "moment of truth" at a time. Loyalty cannot be forced with special promotions, discounts or even quality solutions. It takes time to develop and mature. Do not let it wither and die. Taking your good clients for granted is the kiss of death. What then is a "moment of truth?" According to Jan Carlzon, CEO of Scandinavian Airlines, it is a brochure, an advertisement, a call, a hand written notice, a statement in the mail, the way a receptionist answers a phone and even the amount of time you wait on hold.


 
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