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Customer Service For Dummies

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This story appears in the July 1996 issue of Entrepreneur. Subscribe »

How much do customers value good service? Enough to shell out more money-as much as 10 percent-for the same merchandise but better treatment, according to authors Karen Leland and Keith Bailey in Customer Service for Dummies (IDG Books, $19.99 paper).

Of course, you probably don't need much convincing to accept the notion that first-rate customer service is a prerequisite for any company's success. But, as the authors so astutely point out, there's a world of difference between good intentions and good follow-through.

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