How and Why Credit Can Help Retain Customers

If you ask Darrell Horton to describe his job as SHFL Entertainment, Inc.' s revenue and AR manager, a responsibility he lists may surprise you: customer retention. "It's my philosophy," he says. "It should be one of the credit department's number one priorities to retain customers." (Las Vegas-based SHFL Entertainment manufactures and distributes gaming equipment that is sold to casinos around the world.) Horton's philosophy embraces the concept that the collection process is mutually…