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The Usually Forgotten Basics of Good Service

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Most of the interactions a company has with its customers are service encounters. But how do you give your customers good service?

By the term "service", we're not just talking about giving customers the selection and products they want, and at a price that's reasonable. Service is such an intangible idea (consider how much a service rep's attitude influences a service encounter) that customers often look for cues (like a company's procedures and flow of activities) to help them understand what's really going on.

So, what makes a customer satisfied with service? Better yet, what can you do to enhance a customer's satisfaction?


Research and common sense indicates the first step to service satisfaction is exceeding a customer's expectations.

But where do expectations come from? Well, every communication you have with a customer impacts their expectations. This includes media communcations, word-of-mouth, and prior contacts with the company.

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Allen Weiss is the founder and publisher of He can be reached at

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