In today�s customer-focused retail marketplace, service is a critical driver of customer retention and profitable growth. 

Following is a checklist that will help you make sure your practice is creating and delivering service excellence at each customer contact.

MOTIVATE STAFF

A motivated staff takes responsibility and consistently delivers customer care, just as if they owned the business.

Conversely when managers and supervisors do not adequately motivate, we see a significant lack of staff commitment.

Here�s a look at common causes of low staff commitment as well as actions that can raise it.

Causes of low commitment:

� Lack of appreciation and positive reinforcement.

� Low satisfaction, motivation, or employee ownership/involvement.

� Misunderstood, unrealistic, or poorly communicated staff expectations.

� Lack of trust, self-confidence or attention to employee needs.

� Conflict.

� Personal problems.

� Actions to raise commitment.

Opportunities to learn, practice, perform:

� Revised, realistic expectations.

� Delegation of challenging assignments.

� Special projects.

� Coaching and feedback on specific skills.

� Mentoring.

� Sharing of knowledge and professional experience.

� Observing/apprenticing with competent associates.

� Motivated self-study.

� Training on essential skills and competencies.

RESPOND QUICKLY TO INQUIRIES

Statistically, the longer it takes to respond, the less likely your customer is to deal with you in the future.

Setting the right expectations can make all the difference. If a customer has to return for a second visit to correct a problem, make sure he or she knows it up front.

ASK HOW YOU ARE DOING

Listen to responses. It�s important to stop and check in with your customer. Ask how you can serve them better or better meet their needs. Respond to what they say.

TREAT CUSTOMERS WITH RESPECT

This goes for customers both within and outside your organization. Imagine what it would be like if all the interactions you ever had were based on mutual respect and integrity.  EB

Valerie Manso is the president Manso Management Resources, Inc. She can be reached via e-mail at

valmanso@aol.com.

For every customer who tells you they are dissatisfied, there are 24 more who will never tell you something is wrong. But they will tell their colleagues and friends, and that hurts business.