InTents April/May 2024 - 39

team from the beginning, how so many
issues were out of our control, and how
the customer's last-minute changes
put our team at a disadvantage. Very
instant gratification of us. But with a little
planning, we can approach the call much
differently. Before getting on the phone,
we ask ourselves: What happened? How
are we making improvements in real time
to ensure a similar outcome is unlikely in
the future? What is a fair solution to the
areas in which we fell short (whether
that is financially with a refund or credit,
or simply an " I'm sorry. This should have
never happened and here's specifically
what we are addressing to improve
on this " )? By checking our collective
company ego at the door (not eating
the first marshmallow) and listening to
and addressing client concerns about
performance (waiting), maybe we can
earn back the trust required to work with
this client again, and really show them
what we can do when we are at our best
(two marshmallows-an ideal outcome).
None of this is to say that customer
retention is easy, simple, or about limitless
flexibility for our customers at the
expense of our operation. But by viewing
each interaction through the lens of
lifetime value and applying the principles
of delayed gratification to secure better
outcomes with our customers, we can
expect to increase loyalty, retention,
overall satisfaction, and future business.
Two marshmallows, indeed!
Zachary Wilson is president of The Greenwich
Tent Company and a member of the TRD
Steering Committee.
Photo courtesy of Leila Brewster
Photography and Greenwich Tent Co.
Want to see more?
Follow them on Instagram:
Greenwich Tent Company:
@greenwichtentco
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InTents April/May 2024

Table of Contents for the Digital Edition of InTents April/May 2024

InTents April/May 2024 - Cover1
InTents April/May 2024 - Cover2
InTents April/May 2024 - 1
InTents April/May 2024 - 2
InTents April/May 2024 - 3
InTents April/May 2024 - 4
InTents April/May 2024 - 5
InTents April/May 2024 - 6
InTents April/May 2024 - 7
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InTents April/May 2024 - 9
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InTents April/May 2024 - Cover3
InTents April/May 2024 - Cover4
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