How Getting Social With Customers Can Pay Off for Retailers

Take an interest in your best customers’ social media posts and they’ll return the favorIt’s an old business adage that “the customer is always right.” And it’s true: In the long-term interests of your jewelry store, it doesn’t pay to pick a fight with a customer. You may win the battle, but you’ll lose the war.Although we fully agree with this, some customers may be more right than others. Giving good service to every customer is important, of course; but some deserve better than good.The top 50 customers in your store may be providing you with more than 5 percent of your sales. Now, 5 percent may not sound like a lot, but given that (in most cases) they are being treated the same as everyone else, what would happen if you really looked after them?Today there are more opportunities than ever to relate to, and converse with, your top 30–50 customers. You are no doubt ke

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