John Tschohl

As every good direct marketer knows, it’s less costly to keep old customers coming back rather than it is to bring new customers into the fold. And the only way to keep those old customers loyal is to provide excellent customer service, writes John Tschohl, president of the Service Quality Institute and author of the recently published book, “Loyal for Life: How to Take Unhappy Customers From Hell to Heaven in 60 Seconds or Less.” Below are three elements Tschohl believes are critical to a sound customer service strategy: 1. Hire good employees and treat them well. “Service leaders spend 30 percent to 50