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Message: <blockquote data-quote="etudiant" data-source="post: 2068932" data-attributes="member: 48052">Funny how each new producer recognizes early that direct customer interaction and service is essential to achieve market success. So why do they forget as they get better established?Most binocs last for many years without ever needing service. That is the basis for the long term guarantees that the alpha glass makers offer. It also supports a very generous customer care policy. The profit is not in the service, but in the customer and her longer term commitment to the brand, for herself, her family and friends. Even in the US,  fewer than 10% of the people buy a decent binocular each year. An existing customer is your best prospect for another purchase. So it is crucial to keep them happy, or at least to keep them from getting unhappy.. This is marketing 101. ZenRay gets it. Why do some others not?</blockquote>