When I was around 20 years old in my first job as a press assistant in the media I was sent on a customer service course. I wasn’t pleased to be sent as I felt that my customer service was among the best of my colleagues. But I’m glad because the course was superb and underscored the importance of deeply valuing your customers, an issue which has been dear to me ever since.

Almost two decades on many of us feel we are not heard or aptly served when in stores, dialling call centres, making complaints or in our day to day dealings with companies and businesses. All to often it is purely about process, procedure, protocol and profit…rather than people. Funnily enough the process, procedure, protocol and product should be shaped around the customer in order to deliver profit.

As as a life and business coach today I’m amazed at the number of people who do not have the people and communication skills to serve their customers - and indeed to serve them throughout their careers. Without these customer satisfaction is just a pipe dream.
I gave an hour of my time to aspiring young entrepreneur last week who I’m sure will go far. However a couple of his associates were very late so I ended the session with a succinct lesson on customer care.

*Be personable: be polite, pleasant, honest and tailor your service to each client… make every customer feel special and valued.

*Be Professional: ensure that you deliver what you do to high standards with professionalism throughout the process.

*Be Prompt: deliver on time on time every time… do what you say, when you say and keep good time.

The funny thing about customer care is that it is built on a few simple principles, which if you truly value, are easy to deliver on and will win you loyal custom. If you do not truly care about your customers they will, sooner or later, vote with their feet as loyalty has been built on cash.

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Rasheed Ogunlaru is a leading life coach, speaker and business coach. He is also co-author of A Zest for Business.