We've all experienced some form of poor customer service. If it's bad enough, I for one, don't complain. I just don't go back to the particular establishment. There are more customers like me, than the ones that complain. Research has found that customers are more likely to talk about poor service than they will about good service. I can't argue there.

So as business owners, what can we do to provide better customer service? Well the most obvious is to hire employee's that you feel will represent your company, its service and/or product well. It's ok to hire cousin Moesha, if she can express herself, communicate well with the public and she has a good attitude. How often do you walk into a business and the sales staff ignores you? Ever call and get put on hold for several minutes, just to have someone pick up and greet you as if you just called? How about the cashier with the long line, who could care less?
Customers remember this and despite your efforts to advertise your business, poor customer service can kill your business.

Phone etiquette is very important and it may be your only opportunity to get that customer through your doors. Answer the phone promptly. Smile as you talk on the phone. Identify your company and yourself-"Good morning. Thank you for calling RISE 2000, this is Lynn. How may I help you?". Or how about, "It's a great day at...." Whenever I hear that one, it makes me smile.

Be polite. "Thank you." I'll be right with you." "One moment please." Listen to the customer. Don't interrupt. When the conversation is over hang up gently.

Once the customer is through the door, their first perception is what keeps them or turns them away. For goodness sakes, keep your establishment clean and organized.

Acknowledge your customers as they enter. Say "Hi". Most customers would prefer to look around by themselves. Usually when you pounce on them, they give you that "I'm just looking." Try something new. Greet them, introduce yourself and let them know you're there if they need any assistance.

Make sure your employee's know your product or service. It's sad when you ask for information and all they can tell you is the price. What is it that you provide? Know it and be able to explain it to your customer. Customers appreciate knowledge.

Don't be afraid to distribute complaint forms. Customer surveys are good as well. As the owner, take the time to ask your customer, "How was our service?" Show them that you care. And if you say you're going to do something, follow through!

Remember, there's always another company, somewhere, providing the same quality product or service with comparable prices. It's going to be the customer service that sets you apart.

It should be your privilege to serve your customer.