It is not what you know or what you show, but how unique you make the customer purchasing experience. Revolutionary? Hardly.Upgrade service expectations. Do we know what service is and what it brings to our lives? In this environment where every customer is a vital client, there is still improvement needed for businesses and employees to keep loyal customers and bring in new ones. Here are some cumulative experiences:l Call to a plumber. Just need to finish up some paperwork,” says Mr Plumber, “be right over.” Customer stayed home waiting for six hours, called plumber back twice in interim. “Yes,” said plumber, “still coming over each time.” Plumber never came, or called with an apology. This was a small job, but the next job could have been huge. Mr Plumber soundly demonstrated his indifference to making a profit and building a good future client relationship.l Caller requested a proposal for air conditioning upgrades an expensive proposition for customer and good profit for vendor. No one ever called back.l Shopping for specific items. After scouting the store looking for a help, potential customer stumbles over two salespersons having a serious personal conversation. One looks up, in annoyance. “Where is the such and such?” Customer politely asks. Answer: “Over there.” Customer is peremptorily dismissed as they resume their very important conversation. Customer gives up in frustration and walks out.l Shopping for a new kitchen appliance. Walk into a showroom where salesperson is on personal phone call, talking, ignoring customer standing there. Finally, salesperson says: “I'll be with you in a minute.” Ten minutes later with salesperson still on the phone, customer leaves.l Customer responds to advertisement by local business for a specific mattress sale. Salesperson states there are none in the store, only at the warehouse, but come back tomorrow. Customer returns promptly the next day. No mattress. He asks to speak to the manager “he is busy in a staff meeting”. Can you guess the outcome?l Shopping for personal items. Salesperson sitting at counter eating. Customer asks for help with some items. Salesperson continues to eat, ignoring customer, then finally speaks. “Can't you see I am busy? This is my lunch hour.” Another opportunity to build the business customer base lost, probably forever.l A money wire (several millions) was ordered through a local financial institution. The wire never arrives at the foreign bank. For several days, client calls the local service provider again wire still missing. The client, while still polite, in increased frustration makes the now-becoming-ritual call to the local financial institution. The service provider then said: ”I'm very busy this morning, why don't you call back later this afternoon?” Needless to say, certain additional action calls were made and the wire was finally located.l Customers are shopping for household goods, a rug, possibly furniture, walked into a prime retail location. Looked around, then tried to ask for additional information. The receptionist, and one of the owners continue chatting away, looked the customer over and then ignored them. Gee, they were prepared to spend $5,000 that day, but they didn't not there!Be on time with prime clients and perform on time. Time is a precious commodity to all of us. Time taken away from an employer, costs that employer at least twice. Once in a free wage to you for no productivity and once in lost sales because you are not there to perform. Customer has sat for over an hour past appointed time because the service provider is overbooking. Appointments with service providers: doctors, dentists, attorneys, bankers, opticians, accountants, government service divisions, salons, etc. should run efficiently. Construction jobs should meet the agreed budget. And tourists should always, always, be welcomed.Employers, your front-line employees stand alongside you and a potential sale. Rude, casual, inefficient, uncooperative personnel are detrimental to your business, whether the industry is construction, professional services, or retail shops. Those employees who have committed themselves to provide superior service are worth their weight in gold. Otherwise, the message is clear: uninterested shoppers, reputational impact, and declining profits.Employees, you are shoppers and consumers, too. How do you feel when treated poorly? Will you return to that store, professional group, repair shop, institution? Are you giving your job your best attention? If you don't like your job, or feel you have not been treated fairly, then you have choices.l Change your attitude (in this environment the job you have is better than no job),l Work on building mutual respect with your employer, it could be the best move you ever made, orl Find another place more conducive to your work culture.No matter the decision, perform to the best of your ability. It is so important to emphasize that no customer wants to be inconvenienced, embarrassed, made defensive, or uncomfortable. We all want to feel good about our consumer experience, don't we?Here is the formula. It is very simple. Money goes and flows to where it is wanted.NO SALES NO SERVICE= NO SALARY=NO JOB=COMPANY OUT OF BUSINESSThe above experiences are true. Names, businesses, and people have been changed to protect confidentiality. Next: Serious commitment to serious service does means sales which generate INCOME to run a business which generate jobs, which generate wages to employees, which generate savings, necessary spending, and discretionary vacations, and shopping splurges.The hurdles of operating a business in Bermuda are many. Fixed costs, rent, utilities, land tax, salaries, insurance, pensions, benefits, customs duty, debt obligations, all have to be paid not matter how many or how few items or services are sold. What is the break even point before a business can even pay the owner?Martha Myron, JP CPA CFP(US) TEP is an international Certified Financial Planner™ practitioner in private wealth management. She specialises in independent fee-only cross-border investment, tax, estate, and strategic retirement planning services for Bermuda residents with United States and multi-national connections, and US citizens living and working abroad. She is a Masters in Law candidate in International Tax and Financial Planning and a member of the American Citizens Abroad Tax Advisory Council. www.americansabroad.org For more information contact mmyron@patterson-partners.com or 296 3528 at Patterson Partners Ltd.