• Customer service is everyone’s job. Everyone in an organization serves the customer. Even those employees who do not deal directly with customers serve the customer by providing support to those employees who do deal directly with the customer. Every member of the organization must have a sense for serving the customer. Great customer service results from an understanding that customer service is everyone’s job.
  • Respect your customer at all times. A customer is not an account number, a sales statistic, or a specified amount of money in your pocket. A customer is a living, breathing, human being who deserves respect at all times. Be courteous to your customer. Be appreciative. Treat your customer the way your customer wants to be treated. Value your customer’s individuality and differences. It is never a mistake to assume the customer is right. Demonstrate to your customer you want to do business with them by respecting your customer at all times.
  • Give your customer what your customer wants. Every product or service must satisfy a customer need. Every product or service must provide a value to the customer. All organizations are in the business of satisfying customer needs. Products or services that satisfy customer needs sell themselves. Make certain you know what your customer needs. You cannot be the judge of what your customer needs, only the customer can make that determination. To be certain that you provide what the customer needs, go ask the customer and then give your customer what your customer wants.
  • Exceed your customer’s expectations. Promise less, deliver more. Customers keep coming back to firms that provide them greater than anticipated benefits. An organization can never go wrong by giving customers more than their money’s worth. Exceeding expectations assures repeat business. Give your customers reason to return to your firm and continue to exceed your customer’s expectations.
  • Be truthful to your customer. Honesty truly is the best policy. Do not lie to customers. Do not exaggerate the benefits of your products and services. Do not engage in hyperbole and puffery. Dishonesty drives customers away and keeps them from returning. You want your customer to come back so be truthful to your customer.
  • Ask your customer to evaluate your service. To find out what customers think of your service ask them. You cannot assess the level of your service, only customers can do that for you. Solicit their feedback and be open and responsive to the answers you receive. If you want to know how you are really doing then ask your customer to evaluate your service.
  • Thank your customer and mean it. Customers are the only reason for a firm’s existence. Say thanks for them to others and say thanks to them as often as possible. Always be sincere in giving your thanks. Do it in a positive, not a perfunctory manner. Demonstrate to your customer how much you appreciate doing business with him or her and thank your customer and mean it.
  • Talk to you customer in language your customer can understand. Avoid technical jargon, sophisticated mumbo-jumbo, and the latest industry clichés. It is the responsibility of the person of knowledge to communicate in such a fashion that others can understand. Speak to your customer at a level of understanding the customer can comprehend. Communicate to be understood, not to impress. The only way to be certain communication is effective is to talk to your customer in language your customer can understand.
  • Give your customer your full attention. A customer is not an interruption. A customer is the sole reason for a firm’s existence. A customer can go down the street and around the corner to a competitor for service and the customer knows this. When dealing with a customer, give the customer your undivided attention. Show the customer that the customer is your number one priority at that moment and give your customer your full attention.
  • Follow-up with your customer. The customer encounter does not end with the sale. Follow-up is necessary to determine the degree of customer satisfaction with the product or service and the experience of doing business with the firm. Follow-up indicates continued interest in and concern for the customer. Show you care and follow-up with your customers.

By Donald L. Caruth, Ph.D. & Gail D. Caruth