As marketers, we spend so much time trying to generate leads that we sometimes overlook what happens when a prospect finally becomes a customer. Do you have a system in place to ensure that every new customer gets a call — not an e-mail, but a phone call — a day or two after that first transaction, just to make sure everything met the expectations you’ve created? You should, because it accomplishes two things. First, it makes the new customer feel more welcome and begins that important process of building loyalty. Second, it lets you know right away if the way you bring new customers onboard isn’t what it should be — and gives you a chance to repair any damage that was done if the transaction didn’t go well.