Some points to remember are:

• Involve the whole of your team in setting service standards.
• Include the personal dimensions of customer service in the standards such as appearance, body language, tone of voice, advice given, problem solving approach used, attentiveness, etc.
• Deliver a personalised service wherever possible. Train staff to use the customer's name in all communications with them.
• Train all employees in communication skills, and to handle customer complaints positively. Complaints should be considered opportunities to keep a customer by changing something to improve customer service.
• Rate the behaviour of your customer service staff in each of the above areas and give training where appropriate.
• Consider rewarding staff for significant contributions to customer service. Rewards do not need to be costly but, once a programme is in place, it must be maintained to be meaningful and credible. Such schemes help to maintain the motivation and interest of staff. 'Employee of the Month' schemes, where the photo of the employee is displayed prominently and the employee given half a day off with full pay are ways of giving an incentive at a relatively low cost.

Managing customer programmes

A Customer Service Programme needs to be managed, maintained and reviewed. Surveys need to be carried out systematically - this is not a 'one-off' exercise. Put a plan in place to ensure that your Customer Service Programme works in the long term.

Your customer has a right to:

• Professional, courteous and prompt service.
• Expect competent and well-trained staff.
• Attention to detail.
• Fair prices for quality products and services.
• Open channels of communication for feedback.
• Your full and undivided attention when they choose to do business with you.
• Appreciation for their continued custom.

Make sure they get it!

Look for ways to add-value to your service. For example, a hairdresser may offer a discounted cut after five appointments, or a garage may offer to collect the car for its regular service. This type of service makes you more memorable than the competition and helps to retain your customer.