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If you want to be thought of as the world’s greatest car repair shop and delight your customers, even while they’re waiting, why not take a look at the BA Executive lounge at Heathrow and model your reception on that? If you are going to compare against industry standards – aim for the best, not the average. Seek out the best of the key components of your business; who treats their staff the best, despatches and distributes, handles complaints, manages costs and suppliers, innovates, communicates with customers the best etc.

A separate directors’ dining room was always an encouraging discovery, especially if it was silver service. Carpets along the director’s corridor when the rest of the company had lino were also a good one. Nameplates (as opposed to job titles) on office doors were also eagerly searched for. The crowning glory, however, would be a helicopter or corporate plane! When he saw one of these (other than at air transport or offshore oil companies), he would rub his hands in glee! If your company can tick off more than five of the above items, maybe you’d better turn to the beginning and read this book again!

One: Customer relationships 14 The customer is not always right Just to set the record straight, the customer is not always right. But the customer doesn’t have to be right. Right or wrong isn’t the issue, the issue is: the customer is always the customer and without her or him, you may as well not bother coming to work in the morning. 20 One: Customer relationships 15 Carefully manage your customer expectations: then exceed them It is often thought that customer expectations are relative to the price paid for a product or service.

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Art Gallery Owner by

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