Charlie Mason

By Lois Geller When you live every aspect of your business from your customers' perspectives, you can't help but thrill them and prevent potential trouble, even before they complain or defect. There are many examples of companies that need to play the "Be Your Own Customer" (BYOC) game. Here are just a few. Last month, one of our clients, a hotel owner, was in our office discussing the response to a specific direct mail program. I suggested we dial his hotel's 800 number to get first-hand knowledge of the customer experience. I made the call and inquired about rates and availability for a

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