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EXECUTIVE SUMMARY As Easy Chairs (EC) continues to expand nationally and internationally, it risks losing its connection to long-distance customers and keeping abreast of their wants, needs, complaints, and feedback. EC's customer engagement with local customers has been pivotal to the company's success. Therefore, EC must identify ways to replicate its local customer engagement with long distance customers to ensure it can obtain their feedback to identify problems and propose solutions. FINDINGS EC does a wonderful job engaging customers that are local to its headquarters, but it has not figured out how to do so in national and international areas in which it operates. As a result, EC risks losing customers and profits to competitors that understand how to successfully operate in those areas by meeting customers' wants and needs, identifying customer concerns and issues, and proactively addressing those concerns and issues. RECOMMENDATIONS To understand what customers think of EC, the company must establish tools that will allow ongoing feedback from long distance customers such as: Using the steps identified by MindTools to create customer journey maps to record and analyze all customer interactions with EC (Mind Tools Content Team, 2022), which can be used to identify what works and what does not. Using customer surveys and offering incentives such as entry in a monthly drawing for a gift card that can be used anywhere. Where possible, establishing participative leadership work environments to encourage collaboration amongst employees and leaders so that employees contribute their knowledge of local cultures and customs to foster innovation, identify issues, and recommend solutions. (Shonk, 2022) Using existing ethnography research to understand cultural similarities and differences that educate EC on the needs, thinking, lifestyles, and challenges amongst customers. (U.S. Department of the Interior National Park Service, n.d.) Exploiting relationships with, and the expertise of, national and international partners to understand customers in their areas and seek suggestions on how to engage their local customers, establish trust, and figure out how to adapt EC's product and/or market approach, which is vital to any business' success, especially in the international arena. (Ali, 2015) VALUE TO COMPANY If EC can successfully execute the above recommendations, it will build trust amongst its desired customer base and ensure its customer base keeps returning and recommending EC to others who may need its products. Building trust means listening to customers, being transparent regarding what EC can and cannot do, solving identified problems, and respecting cultural differences in decision making because studies show that it is more expensive to find new customers than keep existing ones who trust the company. (Ali, 2015) References Ali, L. (2015, February 17). 5 Considerations for building strong international business relationships. Retrieved from TradeReady: https://www.tradeready.ca/2015/trade-takeaways/5-considerations-building-strong-international- business-relationships/ Mind Tools Content Team. (2022). How to create customer journal maps. Retrieved from MindTools: https://www.mindtools.com/au8vys8/how-to-create-customer-journey-maps Shonk, K. (2022, October 31). Participative leadership: what it can do for organizations. Retrieved from Program on Negotiation; Harvard Law School Daily Blog: https://www.pon.harvard.edu/daily/leadership-skills- daily/participative-leadership-what-it-can-do-for-organizations/ U.S. Department of the Interior National Park Service. (n.d.). Park ethnography program. Retrieved from National Park Service: https://www.nps.gov/ethnography/aah/aaheritage/ERCb.htm