___________ customer satisfaction has become an essential marketing tool, particularly in areas where competition is fierce. It is well known that satisfied customers will stimulate new business by _________ up to 12 other people, whereas those treated badly will tell up to 20 people. There are many ways of __________ that your customers are satisfied, such as: ______________ a faulty product immediately; always ________ phone calls, even when they are complaints; under- _____________ and over-delivering (e.g. __________ that a repair will be carried out within five hours, but ________ it done within two); offering your customers comfortable ________ and free __________ and occasionally _______ an unexpected present such as a gift voucher to regular customers. Text heavily adapted from 'Delighting in a superior service', by David White, Financial Times, 25th November 1999