Four Things Customers Never Forget

Quote of the Week

“Your most unhappy customers are your greatest source of learning.”

— Bill Gates

Four Things Customers Never Forget

by David Cottrell and Mark C. Layton

  1. Customers do not forget attitudes. This includes the attitudes of everyone in your company they deal with – the receptionist, the secretary, even the driver or messenger who delivers your product to their office. Each member of your corporate team is an extension of the sales and customer service experience, and if any person has a sour attitude, or doesn’t care about the customer, this will spoil the whole experience of your customer.
  2. Customers never forget your promises. Your business is based on trust. When you lose a customer’s trust, there is really no basis for continuing the business relationship.
  3. Customers do not forget how you handle any issues or misunderstandings. Be aware that an issue or problem is always an opportunity for your customers to remember the professional way you handled an uncomfortable situation.
  4. Customers never forget the small stuff. The best marketing tool available to you is your customer’s satisfaction after the sale. You can really set yourself apart by becoming an after-the-sale customer champion (Cottrell & Layton, 2006, p. 20- 22).”

Reference: Cottrell, D. & Layton, M.C. (2006). Listen up! Customer Service: A Guide To Develop Customer Loyalty. Dallas: CornerStone Leadership Institute.

Reprinted with permission from the OSU Leadership Center, Ohio State University, Columbus, OH 43210, (614) 292-3114,

Coaching Call to Action

Are you delighting your customers with the service that you provide to them? This week choose one area you want to improve with your customers. How can you simply improve your process in this area? Do you need to share this idea with others in your company? Can you do this with lightness and joy?

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