"A consumer is born every ten seconds" ~ Edwin Newman, journalist & author

The number one problem facing businesses today isn't poor location, the economy, cash flow, or poor marketing.

It's poor customer service. It's lack of in-your-shoes, give-them-what-they-want, customer-comes-first customer service. We say it in ads, on the radio and in our press releases. But walk into any business today and you'll experience the truth.

Want to give your customers an unforgettably positive experience? Here are three main problems you're facing -- and what to do about them:

1. You think Fast Service = Quality Service. Fast service is likely the most overblown strategy businesses are using to try to please their customers. Yes, we want quick service, but we really want sensitivity to our needs. Eye contact and a smile would be nice. How about "I'm sorry for your delay"? How about noticing that I look nice today, or thanks for my patronage? Connect with your customers -- give them a personable touch -- and he may be back.

2. You're rude to your customer. It's become routine today to get poor customer service. You've likely recently witnessed discourteous employees engaged in a personal conversation or on a phonecall, believe it or not when you're standing there waiting to be served. That happened to me two weeks ago while I was on vacation. At 2 am in the morning, we checked into a hotel after a LONG day (and night) on the road. I was greeted by a night desk clerk who took 5 minutes to wrap up a personal call before they could get to me -- NOT the best way to get on my good side in the middle of the night. Even if there's a problem, treat your customer (or prospect) with respect, courtesy and listen to their needs.

Studies strongly show that customers with problems resolved well are more likely to be repeat consumers than those who experienced no problems. Go figure. We do like good service, even when it's resolving a problem.

3. You spend more energy wooing prospects that you ignore your faithful customers. Absolutely, new customers are necessary to grow a business. Out with the old, in with the new. Unfortunately, even longterm customers lose faith if you ignore them. Inattention is one of the main causes of discontent. Solution: contact your customers (call, email, survey, etc) and see how they like your product or service. Send them a complimentary "thank you" out of the blue. They'll love it that you remembered them ... and keep coming back.

Make it right and they just might be back.

Don't, and they'll tell ten others.