Encourage Valuable Contacts

Valuable contacts are those that, if handled well, will increase loyalty, sales, and WOM (Word-of-Mouth) value, which is produced either directly or indirectly by creating a positive experience that later turns into more sales.

This approach differs from others in that the best service is to not have the need to give any service. Although giving no service does translate into reduced cost in the present, it can lead to future problems and disloyalty due to missed chances of creating a positive, memorable, and hopefully inexpensive connection.