Sometimes Customers are Easy to Please

The Intelligence Community--the federation of 13 executive branch agencies that provide intelligence information to national policy makers, the military, and others--asked its customers how it could please them more. They got lots of input, including some suggestions to spend a lot of money.

But one response came back over and over: Put the names and phone numbers of the analysts on every report so the customer can call directly to get questions answered. It improved service to customers and gave analysts a new source of pride. Plus--it didn't cost a cent.

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