Ben McConnell

Want to know what customers really think of your company, product or service? Ask them! Some of the companies with terrific customer service employ the "customer plus-delta" approach, according to the authors of the new book "Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force" (by Ben McConnell and Jackie Huba, $25, Dearborn Trade Publishing, www.dearborntrade.com). In the term "customer plus-delta," the "plus" stands for a recognition of what customer-service practices within your company work well, while the "delta" represents what needs to be improved. "Performing a customer plus-delta at various customer touch points gathers quantitative and qualitative data