Sweetwater's Early Customer Sales Calls Averaged 20 to 30 Minutes
Chuck Surack · Sweetwater: Chuck Surack. How a Customer Service Strategy Built a Billion Dollar Online Pro Audio and Music Company. · Jul 27, 2026 · at 33:18
Chuck Surack is the founder of music retail company Sweetwater. He explains how high-touch phone support drove customer retention in the 1990s.
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“And so we know the first call or two with the customer would be a very long call. Our average talk time was 20 to 30 minutes, because we would start to develop a relationship, understand how they're going to use it, what they're going to use it with”
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