Issue 87 - 04 | Reinventing the Wheel: Creating Lifetime Customers

By Chris Zane
Published Oct. 5, 2011 10:00 a.m.
“These types of relationships are not easily formed nor are they formed overnight. They require exceptional care, attention, and a focus on continuously exceeding expectations. At Zane’s, where we have chosen to compete on service rather than on price alone, it means providing unparalleled customer service. We can never accept an unhappy customer, nor look at unsatisfied customer as an inevitable part of doing business. This method goes beyond the mindset of making an unhappy customer happy or simply matching the offers of our competitors. Creating lifetime customers requires that you offer every customer or potential customer more service than they consider reasonable. Further, it means that you actively solicit customer feedback about what you could be doing better and use that information to expand and tweak your offerings to best service the customer.”

About Chris Zane | Chris Zane is the CEO of Zane’s Cycles, a $15 million dollar a bicycle business in Connecticut, and the author of Reinventing the Wheel: The Science of Creating Lifetime Customers (BenBella Books, March 2011). Zane’s cutting-edge marketing techniques have been used as case studies in more than a dozen college textbooks worldwide and have been the subject of several articles in publications such as The Harvard Business Review, Inc. magazine, Fortune, The New York Times and The Wall Street Journal, as well as being profiled in Alpha Dogs, a HarperCollins bestseller by Donna Fenn.

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