by Kirk W. Johnson

Created on: June 24, 2009   Last Updated: August 01, 2009

There are hundreds of books written on customer service, seminars are everywhere, and consultants make good money helping businesses deliver "good customer service". When you finish reading through all of that information, it's really as basic as.....Treat others the same way you want to be treated.

The most important keys to delivering good customer service are respect and communication. They go hand in hand because without having a level of respect for your customer, and earning a level of respect from your customer, there will be no actual communication.

Respect takes on many different forms. Respect is displayed by really listening to a customer and finding out what it is they need instead of what you want to sell them. It can even include sending them to a competitor who is better suited to fulfill their needs....this time. By showing your customer respect by understanding that they look to you to help them fulfill a need, you have provided a much greater service than merely trying to come "close enough".

Respect also means that you value their time. They have fit time into their day to stop at your business . You need to respect this and treat them accordingly. If you are a service business (doctor's office, auto mechanic, barber shop, etc). then you need to respect your customer enough to take them at the time of their appointment. Don't waste their time by running 30, 45, 60 minutes or more late.

If you are a retail business, then make sure you have enough associates on hand to properly assist your customers. In addition, make sure your associates understand that assisting customers quickly takes precedence over discussing what they are having for lunch, stocking shelves, filling display stands, etc. The customer has taken time to stop in, respect that time by helping them as quickly as you can.

Communication is the other major point. How many times have you walked into a business to be greeted by a receptionist or associate on the telephone? How does it make you feel when they continue the conversation without even looking up at you to acknowledge your presence? Do you feel that business deserves your patronage? What if the receptionist or associate politely asks the person on the phone to "please hold on a minute" so that they can greet you and give you an estimate of how long they will be or maybe even point you in the right direction until they can devote their full attention to you? Doesn't that small bit of communication make a huge difference?

In addition, open and honest communication gains respect from your customers. "I have the reinforced widgets, but I'll be honest, your job doesn't need those and you can save money using the standard widgets" This type of honesty will gain you customers every time. Leveling with your customers and treating them like family or friends will always be a winning situation. Doesn't everyone want to do business with a place where "everybody knows your name"? You can be that business by being communicative and respectful to every customer. You can always provide great customer service by remembering the way you want to be treated by places that you patronize.

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