Derek's first principle is true on so many levels:

<< #1: You can afford to be generous - The #1 most important mindset to start with, underlying everything, before engaging in communication with a customer or client, is that your business is secure.

Even if it’s not, you have to feel that it is. Money is coming your way. You are doing well. You are one of the lucky ones. Most are not so fortunate. You can afford to be generous.

All great service comes from this feeling of generosity and abundance. >>

Investing in your existing customers is one of the highest ROI marketing efforts you can undertake. You've already paid to acquire these customers - and any incremental investment you make in them is usually going to be less than the cost of acquiring a whole new customer. Plus, it's the right thing to do - to make sure that everyone has a great experience.