Article: “The Marketing Elephant in the Room” (Apr.2006)

"The statistic was that 68% of the customers who stop doing business with a company do so because of how they're treated by the company. Things like employee apathy, rudeness, poor communications, mistakes, lack of follow-through and related problems are why 2 out of every 3 people take their business elsewhere.

My article yesterday mentioned that the cost of attracting new customers is about 5 to 10 times more than getting existing customers to stay with us. Combine this with the 68% number cited above and we have a powerful reason to focus our resources on customer service as a marketing tool. We can see the potential upside available to us if we learn how to treat our customers better.

So, if you want to grow your business, make sure you focus on providing exceptional customer service.

Make sure your company is delivering more than your customers expect. Make sure your employees have the attitudes, skills and knowledge to take care of your customer in a first class way so your customers want to stay with you."

source: "The Marketing Elephant in the Room" by Kevin Stirtz (Smart Marketing, Apr.13, 2006)

WaiterBell Angle: Smart Marketing is a business blog found at The author Kevin Stirtz has a section where he writes about the relationship between customer service and marketing (click here). For more business blogs at, click here.

The WaiterBell system improves communication, enhances customer service, and exceeds expectations by empowering the customers. WaiterBell is not only an investment in your customer service, but also in your marketing, as satisfied customers will not only return but recommend others.


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