Creating a store culture of exceptional customer service requires a strong commitment to service at all levels of the company, beginning at the top. It requires executives to think about marketing and operational processes in new ways. In order to be truly effective, however, the store environment must be one in which management integrates and demonstrates exceptional customer service.

The generational longevity of a company.

The manager of a living company understands that keeping the company alive means handing it over to a successor in at least the same health that it was in when he or she took charge. To do that, a manager must let people grow in a community that is held together by clearly stated values. The manager must place commitment to people before assets, respect for innovation before devotion to policy, the messiness of learning before orderly procedures, and the perpetuation of the community before all other concerns.

With Wal Marts, COSTCO, Trader Joes and Limited Assortment formats, the tougher the price competition in a market, the more important quality of service is to sustainable success. Why? Because without differentiated quality, without a superior total experience to offer customers, a company has few, if any, non-pricing options when key competitors cut their prices.

I’m an ardent proponent of product and service guarantees. A guarantee is a promise or assurance that a company will stand behind the quality of products it sells or services it performs. Guarantees build trust and loyalty with consumers. In a sense, a guarantee is a company’s commitment to the well-being of its customers. Wow, what an intriguing approach to serving the customer. Imagine a conscious intention by company leaders to enhance the well-being* of a customer. Is that possible?