Are your sales people calling on your existing customers? Do your customer service people understand the value of keeping these current customers satisfied? Does everyone in the operation know that "customer service" is part of their job too?

Actively listen. Listen to your customers, your employees, your suppliers, and anyone else who comes in contact with your business. Honestly evaluate what they have to say, without letting your ego get in the way, and you will probably learn something that benefits your business.

"Doctor" your customers. Everyone wants to think they are special. You can make your customers feel special if you treat them like your family doctor treats you. For the time you are with them, concentrate on them and what they are telling you. Exclude everything else for that period of time.

It's the Customer, Stupid. To paraphrase that popular, and successful, quote from Bill Clinton's 1992 campaign: The single most important aspect of your business is your customers. Make sure your entire team understands that - and acts like they understand it.

Follow Through on Sales Promises. Don't let your sales people make promises the company can't meet. If they tell a customer they can have 100 gross of widgets "tomorrow before 10", they better be sure that many are already in the warehouse. Nothing loses customers faster than broken promises.

Delight the Customer. It is heard a lot, but seldom practiced. Today I saw a production supervisor straighten out a mess and, in the process, calm an irate customer. When I heard her tell them to put two mugs with the company's logo into the package being sent to the customer, I knew she understood what "Delight the Customer" means.

Keep your focus external. Stay focused outside your company so you watch your customers and competitors. Don't get hung up on internal processes and procedures if it keeps you from looking outward.

Under-promise and over-deliver. This goes beyond the old adage 'don't promise what you can't deliver'. Instead, deliver more than what you promised. It's a good way to build customer rapport - both outside and inside the company.

Your first obligation is to the customer. Without customers you don't have a business. Treat them with the same respect you expect when you are a customer. Make sure everyone in your organization understands the importance of customer service.