Every single customer touchpoint customers are evaluating us. They're saying that was a good experience. That was a bad experience. If we mess up an invoice and they have to call to fix it, that's a bad experience. And that destroys. But if our invoices are super easy to understand, and they tie back to all the previous paperwork and they make it easy for our customers to do their job, like, oh, pay the bill, then we're adding value. Even if it isn't our main product. Every customer touchpoint adds or subtracts value. “Everybody in your company that your customer touches either adds or subtracts value, make sure they add value.” - Mark Stiving This is obvious. When we think about the products we build and our customers touch our products, our products, great products, high quality products. It may be obvious when we think about marketing departments, because marketing is putting out communications and are those communications truly resonating? Or are they just falling flat or maybe even offending? What about customer service? When someone calls to our customer service line or our customer service people are delighting our customers, or are a little bit annoyed and feeling bothered that a customer bothered to call everybody in our company creates or destroys value, we need to make sure they know they should be creating that. We hope you enjoyed this podcast. If you see have any questions or feedback please email me mark@impactpricing.com.  Now go make an impact. Connect with Mark Stiving:  Email: mark@impactpricing.com LinkedIn