J.C. Penney once said, “The friendly smile, the word of greeting, are certainly something fleeting and seemingly insubstantial. You can’t take them with you. But they work for good beyond your power to measure their influence. It is the service we are not obliged to give that people value most.” Penney pledged to give each customer friendly, reliable service, and guaranteed the same price to everyone.

So what makes happy customers and are your own customers happy? Here are three questions that you, as a business owner need to ask:

Do you know how your employees represent your company?

Think about all the companies, big and small, how many employees they have and how each one of them represents their company every day. Customers may never meet the president of a big company, but they do meet that company’s ‘representatives’ everyday as they do business with them. Remember, customers form an opinion about a company, no matter how big or small, based on their dealings with and the work performance of one of the firm’s hourly employees.

Starbucks baristas are a prime example of employees carrying the brand. You can’t think about your favorite frappuccino without thinking about the smiling green-aproned barista on the counter.

Do your employees exercise responsibility sharing?

Customers are tired of businesses making excuses: “Sorry, I’m new here; That’s not my department; I’m not sure how to do it” are some lines that we hear employees say that make customers cranky. These excuses are one of the reasons why customers hate a particular company. It is the responsibility of every company to hire and train employees and equip them with the tools and answers they need to satisfy their customers. If your employees ever used one of those previous lines on a customer then you’ve wasted their time because you didn’t have the answers they needed!

Are you and your employees kind?

Yes, kindness keeps customers coming back. Kindness means satisfying the customer and never in an egotistical way. It also means never raising your voice. A kind employee doesn’t pre-judge or humiliate customers in any way. When your employees are being understanding, they make customers feel comfortable and taken care of. Which one of your employees would you describe as being kind? Indeed, it is the service we are not obliged to give that many people value the most.

You think those baristas were just hired and given a green apron? If that were the case, Starbucks wouldn’t be … Starbucks. Every barista is trained to make Starbucks’ signature coffee concoctions as well as handle customers in the most accommodating manner before they are put behind the cash register.

Take a few minutes and ask yourself these three questions. And then do the next thing – which is MUCH harder. Ask your customers.

Tagged as: Customer Service, Inspirational, Value Proposition