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How to Win Customers and Keep Them for Life – Michael LeBoeuf

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How to Win Customers and Keep Them for Life by Michael LeBoeuf: LeBoeuf argues that the greatest business secret is simply "rewarding the behavior you want." He provides a comprehensive guide to customer service and retention, emphasizing that it is far more profitable to keep an existing customer than to find a new one. The book offers a "Platinum Rule" for service: treat customers the way they want to be treated.