I am amazed at some shop staff and owners who do not provide an expected level of customer service. I am also amazed at those who do. I have been speaking, consulting, and coaching on Customer Service and related topics for more than thirty-three years. Customer Service is a favorite topic of mine. Too often lately, I have found that the basics of service are lacking. It is time for that to change.

What are the basics of service? They really are pretty simple. Simple does not seem to mean easy, however, although most of the basics of service should be easy. Some will say that we should treat others as we want to be treated, which is an example of the Golden Rule. I prefer the Platinum Rule, which is to treat others as they prefer to be treated.

First, and foremost, one of the most important aspects of service is friendliness. Greeting customers when they arrive, and making some appreciative comment when they leave, is important. While this is not always done, it should be. Making customers feel welcome and appreciated is a basic customer service principle.

A couple of days ago I went into a place of business I often frequent. It was ten minutes before closing. I told the person who greeted me that I knew they were closing soon, and I had come for one item, and would not cause them to close late. I could tell that she was relieved. That interaction was pleasant enough.

What bothered me about this visit was the owner who was present who should have recognized me who did not even speak to me. Whether she remembered me or not, and she should have, she should still have spoken. This was not the first time for this experience. Although I have overlooked this in the past, I decided that I will no longer give my business to this shop. I need to give my business to shops in which I and my business are appreciated.

This was a very different experience from one I had with a vendor I order from periodically for my antiques and gifts business. The minimum reorder amount had been increased and I questioned that. The vendor explained that the minimum reorder had been increased but that she will continue to offer me the lower minimum. While I did not expect that, I so appreciated it. Now, that is someone who values me and my business and deserves it!

Many people are struggling financially, and do not easily part with their money to make a purchase. When they do, at a minimum their experience should be a positive one.

Many businesses are struggling financially, and purchases made help a business stay in business. When store employees treat the customer with dignity and appreciation, the experience can be mutually beneficial.

Customer Service is not only about how the customer is treated. Quality is important. But customers will sometimes overlook quality concerns if they perceive they are treated well. Price is important, and more so to some customers due to their financial situation. There are other aspects of customer service. But how customers perceive they are treated is as important, and even more so, as any other customer service variable.

Too often the basics of service are lacking. I have decided that I will no longer do business with shops in which I do not feel valued as a customer.