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Staying Power

Zero defections strategy keeps customers coming back

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This story appears in the July 1997 issue of Entrepreneur. Subscribe »

Goldmine Software Corp. doesn't have to take back product bought by a retailer, but odds are they will. If customers demand weekend delivery of a shipment--even at GoldMine's expense--better listen for your doorbell Saturday morning.

"Words like `It's not our policy' or `I can't help you' are words we avoid here," explains Jon Ferrara, executive vice president and co-founder of the 80-person contact management software company in Pacific Palisades, California. "We do our best to empower the people who are touching the customer to resolve issues to the customer's satisfaction."

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