Marketing: Giving clients what they want
When concentrating on client services, firms may ultimately profit from looking at what they can do without charging in order to gain their client's favour, says Steve Blundell
I am still carrying around cash machine cards for several banks. It is a habit – a hangover from all those years when one bank’s card would not work in another bank’s machine. And then when it would, one or other bank would try to charge you a fee for using the ‘wrong’ machine.
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