thought it out that way. You simply patronize a business because it is convenient and maybe you don’t know any better. It is hard to be a “big tuna” at the local dairy store or quickie mart, but we are in a business where you can gen- erate — or perhaps stumble upon — a very good customer. When a customer starts bringing you 10 shirts a week, plus his drycleaning, you know that he is a professional that has high regard for his personal appearance and changes his shirt mid-day in order to present that appear- ance in the afternoons as well as the mornings. When he stops coming to you, you want to know why. I have been buying airline tickets through Orbitz for many years. I am currently on my last trip with them. I switched to American Express travel for one reason only. I get double Membership Rewards points with American Express if I book my travel with them. This has been a particularly stressful switch for me because I regard myself as a loyal cus- tomer. I am simply not going to switch from one provider to another for no good reason. American Express is like you are when you try to get a new customer. You search for something that works. The harder it is to get a customer, the more that customer is worth because you know that you are romancing a loyal cus- tomer. If the customer is too easy to get, they may also be too easy to lose. Will Orbitz contact me? That remains to be seen, but I expect that a vendor of that type — one that can generate, or stumble upon, big cus- tomers — would be very con- cerned about why they lost one. Orbitz doesn’t make a ton of money on me — their fees simply are not that high — but I must be a good customer. How many people buy three, four or even five airline tickets per month? It simply cannot be the majority of their cus- tomers. United Airlines is annoying me. There have been a few in- cidences of poor service that, at this moment, I simply choose not to ignore. A couple of other major car- riers will transfer my current status with United to their air- line simply because they know that I will simply and sud- denly become a new “big tuna” at very little, if any ex- pense to them. Will United Airlines call me? That too, remains to be seen. To you, it doesn’t matter whether they call me or not. What matters to you is your business. What will you do when you lose a regular customer? Will you or will you not make the appropriate tweaks in your business that will help to retain your good customer. United Airlines probably will not ever contact me. They probably have hundreds of thousands of customers like me and therefore consider me to be relatively insignificant. Shame on them. Take care of the pennies and the dollars will take care of themselves. My wife and I were very regular customers at a restau- rant in the city. So much so that the manager always came to our table to greet us, always seated us in the section that we preferred. We even had our own per- sonal waiter, so to speak. Be- cause he was particularly good at his job, we always wanted him as a server and almost al- ways got our wish. The meals there were always “over the top.” I believe that special atten- tion was paid. We were treated like king and queen. We moved away and the manager knew this. He knew in ad- vance that we would not be anywhere near as frequent din- ers. Afew months ago, we made a special trip to this restaurant because we missed the special attention, fabulous food and royal treatment that we invari- ably experienced. We returned to find none of those things. The manager was the same though and he did acknowl- edge us, but nothing more. I expected to be received as the long lost son, perhaps our usual reception that would make me long to return. My trip to this establish- ment, this time, was more complicated for me than pre- vious visits because it was fur- ther away. I would have ex- pected to be treated more graciously rather than less gra- ciously. Don’t you agree that a big tuna in the making is worth se- ducing? That big tuna in the making is at least as valuable as the ones that you already have. “If you do what you've always done, you'll get what you always got.” PAGE 46 / NATIONAL CLOTHESLINE / JUNE, 2019 Continued from page 44 Don Desrosiers What your customers can teach you To learn more, see the Index of Advertisers on page 50 or visit www.natclo.com/ads OPEN H USE SUNDAY, JUNE 9 Wet Cleaning in Action Open House 9 a.m. to Noon Wet Cleaning in Action is the focus of an open house seminar at Signature Cleaners in Doylestown, PA on June 9. Tom McAllister of Kreussler will lead us through the process, demonstrating the methods for using wet cleaning on different types of garments and fabrics. We’ll also learn about efficiency, profitability and environmental advantages of wet cleaning. Questions about pressing & finishing wet cleaned garments will also be addressed. Demonstrations will start at 9 a.m. and will be repeated throughout the morning, allowing attendees to come at varying times. Signature Cleaners is located at 1456 Ferry Road in Doylestown. Light refreshments will be served. To reserve a place at these activities or if you have any questions, please call the PDCA office 215-830-8495 or email Leslie@pdclean.org. Tom McAllister Join for a Free Fun and Educational Event Wet Cleaning in Action Don Desrosiers has been in the drycleaning and shirt laundering business since 1978. He is a work-flow engineer and a man- agement consultant who pro- vides services to shirt launderers and drycleaners through Tail- wind Systems. He is a member of the Society of Professional Con- sultants and winner of DLI’s Commitment to Professionalism award. He can be reached at 186 Narrow Ave., Westport, MA 02790 or at his office by fax (508) 636-8839; by cell (508) 965-3163; or e-mail at tail- email@example.com. The Tailwind web site is www.tailwindsystems.com.