People like doing business with people who like doing business. It's a simple truth that we like to associate with friendly, upbeat, positive-energy types of people in our personal lives.
Customers choose professional services in much the same way.
If you question that, just think how we choose to do business with an organization and why we choose to stop doing business with them. We also know that attitude flows down the chain of command and out to the customers. If senior management is stressed out and not treating employees according to basic rules of ethical behavior, then the workforce also becomes stressed out and tends to take it out on the customers. Putting some energy into our training and our service efforts not only increases the knowledge of workers, but also helps recruit and retain customers. When workers feel valued and treated fairly, that's the way they're likely to treat their customers.