Bill Kuipers

By Barbara Arnn No one claims it's easy for direct marketers to keep customers satisfied, but the answer to how multichannel merchants can best achieve that goal may be simpler than you expect. If there's a single maxim to which everyone in direct marketing subscribes, it is that you can't afford to disappoint your customers. A happy customer will return and bring a few friends; an unhappy one will spread the word and keep a dozen more potential customers from ever visiting your business. What methods do successful direct merchants use to make sure their customers get what they want, when they

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