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Many Happy Returns

Simple strategies to keep customers coming back for more.

This story appears in the May 1998 issue of Business Start-Ups magazine.

What's the most important part of your business? It's not your product, your equipment or your marketing campaign. It's your customers--and it's up to you to keep them coming back.

One of the biggest mistakes any entrepreneur can make is taking customers for granted. The '90s has ushered in a new breed of customer--one with higher expectations than ever. "Today's consumer is less likely to tolerate poor service," warns Tim Schneider, co-owner of Soaring Eagle Enterprises Inc., a Las Vegas firm that specializes in customer-service training.

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