I recently read an article that included information I thought a friend of mine would enjoy reading. So I sent him an email with the links to the article. His thank-you email to me said something that made me feel good: you make it so easy.

What a compliment.

Can our customers say that about us?

In the book 1,001 Way to Keep Customer Coming Back by Donna Greiner and Theodore Kinni, they offer tips, suggestions and stories of ways that you can encourage and secure customer loyalty. One such story is about making it easy to do business:

"Each holiday season, Harry & David sends out their specialty food and gift catalogs en masse - just like every other cataloger. Unlike the others, however, this company's includes an order form with a list of the orders you placed last year, complete with the names and addresses of recipients and the gifts you gave each of them. Simply make any changes necessary and your holiday shopping is done."

Check out the book - they have an entire chapter dedicated to "Make it Easy."