When I ask directors "Do you focus on the customer experience at your management meetings?", most reluctantly admit they concentrate more on sales and expenses.

They also concentrate on employee issues and product development.

But customers are the lifeblood of every business and from my perspective they deserve at least equal billing on the agenda for every board meeting.

Have you ever pretended to be a customer of your own business - a mystery shopper?

Was it a good experience or did you listen to the ringing tone for what seemed a life time? Maybe you heard the recorded message saying "your call is important, please hold"

over and over again.

I am convinced if all businesses took a professional and more proactive approach to customers and potential customers, management would see improvements. Why not start now?

Every business, inevitably, gets some complaints.

Some get more than others. No disgrace in that, after all none of us are perfect.

But what happens to the complaints? Do you respond with a standard letter and then do nothing?

Do you talk about them at management meetings and with staff?

Do you take steps to prevent the same problems occurring again? Do you tell the complaining customer what you have done to prevent other customers having the same experience?

I like to think of each complaint as a gift - free customer feedback. Each complaint gives you and your company an opportunity to examine something that didn't go well and hopefully to make an adjustment to benefit future customers.

Do you ever thank your staff for their role in handling customers? Some customers can be quite demanding and even abusive.

A range of skills are needed to handle these situations.

The professionalism shown by your customer service people is vital -

for you as well as your customers.

The Institute of Customer Service is behind next week's National Customer Service Week.

More details can be found at www.ics.nto.com.