One possibility: start before customers have even used your product or service. At the Little Nell Hotel, in Aspen, Colo., concierges routinely telephone guests at least two weeks before they arrive, so the concierges can answer questions, offer transportation from the airport, and make reservations for meals or recreation. In addition to improving individuals' stays, the policy acquaints newer employees at the $35 million hotel with its returning guests--who make up 70% of its customer base, according to Jane Stapleton, executive assistant to the general manager.