Connecting with customers

A powerful way to connect with every customer is to use "the power of three." This requires you to follow-up with three customers a day by writing a brief "thank you" note. The goal is to plant seeds to show customers how much you personally appreciate their business. Here are three examples where personal notes work particularly well:

- "The big problem." This type of follow-up note requires a big "I'm sorry." This would be the customer that ranted and raved even though your company made everything right.

- "The win/win resolution." If a customer has been very cooperative in solving a problem, a note of appreciation can be sent. It really expresses, "Thanks, you made my day by being so patient."

- "Gone but not forgotten." If we lose a customer, a follow-up note can be the best seed planted for a future reconciliation. It's a sign of true strength when we can admit that the customer was right, that we were wrong, and that we will truly miss his or her business. However, this note should express the hope that you might be able to do business in the future.