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Page 56 APRIL 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Think about the value of just some of these

services on a practical everyday level. Think

of the child calling home with her last coin in

need of help

and her ability

to get through

to her parents

because of call

waiting. Think

of the farmer

or rancher or

forester who

injures himself

and can reach

help with a

m o d u l a r

p o r t a b l e

phone. Think

of the news re- porter in the middle of a global crisis who went

to an AT&T phone and broadcast on-the-spot

coverage of events as they occurred. The combined phone

card and credit card was an enormous

success, far outstripping experts

predictions. AT&T waived forever the yearly

fee for customers who signed up in the first

year of offering - a risky Try and Keep offer, instead

of the usual Pay Later - Free for Now

offer used by many credit card offering companies which

waive the fee only the first year for

new customers. Result: AT&T grabbed significant market share.

Each of these examples show a company

not only meeting needs, but improving

their customers' daily lives - perhaps

even saving them!

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