Which companies come to mind when you think of world-class customer service? Which establishments do you patronize whose service exceeds your expectations on a continual basis? Typically, they’re not the places offering the lowest prices. Their value is created by elevating the customer experience to a point where paying a premium is accepted.

There are six main factors that will determine your company’s level of customer service from the customer’s perspective, according to Michael Guld, president of the Guld Resource Group (guldresource.com). Coupled with systems and strategies in place for improving customer service standards, a focus on these fundamentals can result in immediate and transformational changes in your business.

1. How well you listen. Do you clearly understand the needs of your customers? You do not need to start out offering all the answers; begin by asking all the right questions. What do your customers really want, and how can you better serve them?

2. What you say. How well do you answer questions or provide information, guidance, and direction? When it comes to building customer loyalty for a brand, helping your customers understand the range of offerings available and what best fits their unique needs is critical to success. Being available for service after the sale will result in customers for life.

3. How you say it. Have you evaluated your nonverbal strategic communication strategy, such as body language, tone, and inflection? Albert Mehrabian, author of the classic communications book Silent Messages, found that communication is 57 percent nonverbal (body language, eye contact, a warm smile, open gestures), 38 percent voice quality (volume, tone, and inflection), and only 7 percent the words you say. Yet people tend to focus most of their time, energy, and training on the words.

4. What you do. Do you follow through on your promises? The only thing worse than doing nothing is saying you are going to do something and then not doing it. That creates disappointment and a loss of trust. Taking the time up front to address your customers’ needs, wants, and desires will keep them coming back.

5. How you do it. Are you there to please or appease? Do you find that some people just go through the motions while others take pride in their company, their work, and the well-being of their customers? Making customers feel special and appreciated creates an emotional bond that is not easily broken.

6. When you do it. Do you consider your response times? With the advent of email, cell phones, PDAs, and text messaging, we are now living in a “drive-thru” world where communication expectations are greater than ever. An immediate response exceeds expectations and creates a positive perception, while a delayed response creates frustration and leads to a negative perception.

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