Why do some businesses thrive and others struggle? There are countless possible reasons including location, product selection, marketing and investment capital. However, oftentimes it’s the way customers are treated.

So why do some companies have loyal, supportive customers and others don’t? Sometimes it appears as if certain businesses magically draw clientele while others just don’t have the “touch.” A business doesn’t have happy customers, it makes happy customers. There was nothing in business school that talked about wizardry or illusion, and for good reason. It’s hard work along with common sense.

A lot of customer service is treating people as you’d like to be treated. How many times have you walked up to a counter, waited while the receptionist chatted with a co-worker or continued working at the computer, without even acknowledging your presence! There you are, ready to do business, and no one even takes a moment to say, “Thanks for coming in. I’ll be right with you.” It’s so basic but, for some reason, not universally grasped.

Dr. Chang, co-proprietor of a vision center that conducts vision exams, spoke about the challenge.

“When I bought into the business, I could see the problem in the front office,” said Dr. Chang. “People had to wait long past their appointed time, and reception seemed to be in its own, personal bubble.” He also noted, “It’s interesting to me that some people just don’t understand what customer service means—to put the other person’s needs before your own immediate interests.”

A look at statistics can help demonstrate why this matters. Up to 86 percent of consumers say they have walked away because of poor customer service. Over half say they’ve given up on a purchase because they could not reach support on the first try. In addition, almost twice as many people hear about a service blunder as hear about a good experience! So it clearly makes economic sense to pay attention to the customer experience from the point of view of the consumer.

Let’s get back to making happy customers. You want to treat people kindly, with respect and to make it easy for them to do business with you. Your list will probably look something like this:

• Respect their time: Keep appointments and get back to me when you say you will.
• Treat them like a human being: Greet them when they call or come in. Avoid scripts. Listen to what they have to say and take the time to understand their needs or concerns.
• Be an expert: It’s so important that staff know what they’re taking about, are familiar with the product, and are fluent with the technology and processes they use daily. Customers understand that people need to train on the job, but have a back up close at hand.
• Take Responsibility: Life happens, and things don’t always go as planned. When it doesn’t, fix it. This may mean an apology and free delivery. It may mean a revamp in processes. Do everything possible to keep it from happening again.

Loyal customers don’t just happen, you create them. Skills such as showing respect, attentiveness, taking responsibility and workplace expertise go a long way in delivering an excellent customer experience. These are skills that demand an investment in training, leadership by example, and a top-down, customer-centric organizational culture.