Unless you’re retired, unemployed or independently wealthy, you likely have customers.

Customers are those who purchase products and services from you or your company. All customers, whether big or small, are important and without them we would not be able to maintain our businesses nor live our lives.

I’m one who believes in delivering excellent customer service. At the same time, I’m amazed at how such a simple concept seems to be so difficult for many businesses to execute. Is it really that complicated?

Whether it’s complicated or not, one would think that after spending a lot of money to attract customers, companies would do a better job of customer service. In fact, the real cost of poor service goes beyond losing existing customers. Studies show that a dissatisfied customer will recount their experience ten times to friends and associates. That’s not good for your business!

Perhaps we’re in a customer service crisis!

As a customer myself, I’ve received poor service from several companies in just the last few months. These companies are both large and small including a one- man video production company, a bank, a telecom, a grocery store, a real estate management company and a restaurant. As you can see, poor service is not limited to a particular industry, or size of enterprise. So what’s the problem?

With poor customer service, there’s a common denominator - people!

There are people in the work world who just don’t get it. I’ll even suggest that many people just don’t care! Yes, we all have bad days, but that’s not the problem. Poor customer service stems from a lack of commitment, training, and focus of people.

We would all be well-served if we improved our customer service. However, to do so will require a new strategy. If you or your company would like to deliver great customer service, consider these strategic tips:

1. DECIDE that you are going to do it. You need to make an ongoing commitment to it.
2. KNOW how to do it. People need training to develop these skills.
3. THINK about it constantly. You need to focus on it and make it your priority.

If you want to thrive in your business, focus on satisfying your customers, not on making excuses. Customers are your lifeblood, and it’s a lot more expensive to get them than to keep them.

Many years ago I remember reading a poster that stated, “Around here, the customer is king.” What that said to me is - treat your customers like royalty.

When it comes to how you treat your customers, inaction, lack of caring and excuses will not cut it, but an attitude of great customer service will.