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A"Justsignhere,sir,"thedeliverymansaidashehandedOscarReynaapackage.Thepackageconsistedofalong,narrowboxcarefullywrappedinbrownpaper.Openingthebox,Oscarsawanumbrellainside—averyoldonewithabeautifullycarvedwoodenhandle.Althoughhehadnotseenitinmorethan20years,herecognizeditimmediately.Oscarwas16whenhefirstsawtheunusualumbrella.Hehadgonetoaconcertwithhisgrandparents.Astheywereleaving,henoticedanumbrellaonanemptyseat,impressedbyitsbeauty,Oscarfeltastrongdesiretofinditsowner.Oscarconvincedthemanagertolookintherecordofadvanceticketsales.Justashethought,anamematchedtheseatwhereOscarhadfoundtheumbrella.ThenamewasMrs.KatieO'Brien.OscartalkedhisgrandparentsintogoingbyMrs.O'Brien'shouseontheirwayhome.Herangthebell,thedooropened,andanelderlywomanappeared."MayIhelpyou?"sheasked."I'dliketoreturnitifit'syours,"Oscarsaid,holdingouttheumbrellaasifpresentingagiftthathadlongbeenwishedfor."Why,yes!It'smine,"repliedMrs.O'Brienwithawidesmileandshiningeyes."Itwasgiventomebymyfatheryearsago.Thankyousomuchforreturningit.MayIofferyouarewardforyourkindness?""No,ma'am,"hesaid,"Mygrandmothersaysthatagooddeedisitsownreward.""Well,that'sexactlywhatmyfatherusedtosay.Whatisyourname,youngman?"YearslaterOscarwasstaringatthefinelycarvedhandleoftheumbrellaasherememberedMrs.O'Brien.Itwasinperfectcondition,consideringhowolditwas.Whyhaditarrivedheretoday?Asifinanswer,anotefellfromthepaper.Itreads:Mrs.O'Brienwantedtoacceptthisumbrellaasapresentforakind,unselfishgesturelongago.BEveryoneinbusinesshasbeentoldthatsuccessisallaboutattractingandretaining(留住)customers.Itsoundssimpleandachievable.But,inreality,wordsofwisdomaresoonforgotten.Oncecompanieshaveattractedcustomerstheyoftenoverlookthesecondhalfofthestory.Intheexcitementofbeatingoffthecompetition,negotiatingprices,securingorders,anddeliveringtheproduct,managerstendtobecomecarriedaway.Theyforgetwhattheyregardastheboringsideofbusiness—ensuringthatthecustomerremainsacustomer.Failingtoconcentrateonretainingaswellasattractingcustomerscostsbusinesshugeamounts
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