The day you forget you are in business for the customer is the day you start going out of business. Smart companies try to do everything they can to makes things simple, easy, and convenient for their customers. One of the companies I have worked with had a motto that set the tone for every interaction they had with their customers:
E Z T D B W …
which stands for Easy To Do Business With.
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http://www.robertstevenson.org/robert-stevenson-blog/always-be-convenient