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The problem? Two systems. The first is the price signage in the cafeteria area. It lists the discounted price first and the “regular” patient/family member/guest price second, so it seems that external customers are suffering a surcharge at the hospital cafeteria. A simple change in the order of the prices will improve external customer satisfaction. The second system is the manner for determining the employee discount, figured item by item. If the cafeteria were to switch to a percentage discount, then separate pricing wouldn’t be necessary and the special accommodation would no longer be obvious to external customers.

And it’s a shame. It’s not because writing them, disseminating them, and rallying around them at company meetings takes time that could be more productively spent elsewhere. It’s a shame because, to succeed, organizations actually need to have a clear mission or vision of where they want to be and a welldefined strategy statement to provide a map for getting there. As you read Chapter 1, you thought about the approach that your organization and your area take in dealing with customers. You considered your place in your market and what drives customers to do business with you.

We know, we know: you covered this in your Sales 101 class. So, do you make a practice 44 Customer Relationship Management Take My Words for It Customers may be reluctant to write a testimonial simply because they don’t believe they’re clever with words. Others are just— like many of us—intimidated by the blank page. Your customer will make changes ... and you’ll have a testimonial. of doing it? It remains an excellent way to build your client base. Collect and distribute customer testimonials.

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