Companies should promote internally to encourage retention of trained and skilled staff. Customers should be asked directly what is important to them. Companies should never assume what customers want. Internal consistency is vital. Processes must ensure consistent standards of products and service quality.
Customer feedback is the most important element of customer service.
Bench marking is a key element to success. It is also important for the staff to meet at least every six weeks to express their views. At these staff meetings, the company's vision should be communicated to ensure that all staff members understand the companies goals. Managers should devolve the power so that, where possible, front-line staff has the authority to resolve complaints. Because Improvement raises customer expectations flexibility should be built into procedures to cope with extra demand.