Short Answer:

Do business with yourself (eat your own dog food). Walk the entire customer journey, experiencing every step along the way.  Call your own phone number? Request a quote? Use your own product or service. “Go see the work” (Gemba) isn’t just for internal process improvement.  It’s how you figure out how to improve customer service.

Longer Answer:

What’s tricky is customers can “want you” to bankruptcy – wanting you to do more and more but expecting to pay less, squeezing your margins. And if you do everything a customer wants and your competitors do as well, then you’re not different.  The key is choosing to be the best at a few things for a distinct niche in a market and forgetting the rest.  The key book is Dr. Frances Frei’s Uncommon Service. The second is Fred Reichheld’s The Loyalty Effect.

Once you’re decided your firm’s lead brand promise, like Australia-based Chemist Warehouse’s promise to “Beat Everyone’s Price, then remain fanatical in continually delivering on that promise. Chemist Warehouse’s buyers spend a great deal of time in the stores figuring out what to stock and where to display so a customer coming into the store for a deodorant leaves with at least AUS$100 worth of items in their basket

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