Maximizing Your Housefile Potential

Customer service is the ultimate key to customer retention, and an overall healthy housefile depends on how well you take care of your customers. There are a variety of reasons why customers discontinue purchasing from a catalog company. According to a 1999 Nielsen Group survey, approximately 14 percent of customers stop purchasing because they are dissatisfied with the quality of products and/or services. Another 68 percent discontinue buying merely because they are indifferent about a catalog’s offerings and service. People want to feel good about their purchases, so it is important to create a positive buying experience for your customers.