Companies should go the extra mile to help their customers, because happy customers will remain loyal and refer others, writes Jay Goltz. For example, one flooring company that Goltz worked with lost his admiration after trying to charge him for a kit to touch up a section that had flaked. "[I]t's not just the math. If I were him, I would have fixed the floor because it is the right thing to do," Goltz writes.

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