THINGS YOU MUST NEVER DO TO A CUSTOMER 

Who is your customer? Did your mind go to buying and selling as is done in open market? Your customers are those who patronize  your products and services. Customer satisfaction must never be taken for granted. To assume that every customer that patronizes you today will do so again is to live in the world of fantasy. Great organizations grow by retaining their existing customers and turning them into ambassadors for their brands. One dissatisfied customer  puts you at the risk of  losing ten potential customers. That is based on research finding that one dissatisfied customer will tell at least ten others about his or her sad experience with your product or organization.

Recently, I conducted a research on two banks. It was required in my PhD program. You will be shocked at people's feelings and disposition towards one of the banks. The research revealed some things you must not let your customers go through:
       DO NOT KEEP YOUR CUSTOMER WAITING 
One researcher has found that waiting to be served can be psychologically painful. You may not know it, but people do mental calculations about what they are losing or forfeiting while waiting . The Longer the wait, the more pained they become. If you have ever witnessed and outburst by a frustrated customer, you will understand.\
      DO NOT TAKE YOUR CUSTOMER FOR GRANTED  
To treat a customer as though he or she does not count in the equation of your business is  like gradually closing the door of you office without plans of reopening it the next day. Every customer is unique, and every customer deserves respect and recognition. Give them their due and surpass it. Be sure say thank you for coming. And do it with a good dose of genuine cheerfulness.
      DO NOT IGNORE A CUSTOMER'S COMPLAINT
If your customer objects or expresses reservation about any aspect of your service, pay close attention. Don't jump into defensive excuses. Understand that the customer feeling is involved. Identify with that feeling and show sympathy. Listen carefully and listen well, you may hear what you have overlooked or taken for-granted. Be quick to acknowledge your mistake ask for forgiveness
      DO NOT IGNORE CUSTOMER'S SUGGESTIONS FOR IMPROVEMENT 
You would think that this point makes common sense until   you learn that many people and organizations out-rightly ignore the suggestions for improvement made by their customers. For some insiders, such suggestions as seen as outsider suggestion.
      DO NOT FAIL TO REWARD YOUR LOYAL CUSTOMERS  
When you consider the fact that they could have gone over to your competition but choose to remain with you, then, rewarding them  would make more sense. The reward serves two purposes, it recognizes the deep faith of the customer and it draws free publicity to your company.

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Yours in Communication
Kennedy
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