It's very easy to care about your customers, but unless you take steps to show them that you care, they might be wooed away by a competitor. Your marketing can say all the right words and tell customers how important they are to you. But you've got to prove your dedication to customers -- and prospects -- by taking concrete steps beyond mere words.
Guerrillas know that there's a world of difference between customer care and customer attention. Many companies lavish attention upon their customers, but only the guerrillas excel at caring and know how to make customers feel sincerely cared for. Here are twenty ways that they do it:
1. Prepare a written document outlining the principles of your customer service. This should come from the president, but everyone should know what it says and be ready to live up to it.
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