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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