Like anyone who has ever been a customer, I tend to notice when customer service is done well, and when it is done poorly. Since part of my job is to oversee customer service for EnMart, I analyze each case to try and figure out how I can take what I've learned and apply it to the customer service our companies provide. Over the years I've discovered what I like to call the "Customer Service Mistakes." These phrases, and the actions that accompany them, are something that any company which wants a reputation for good customer service should avoid.

 Mistake #1: "Your business is very important to us. Thank you for your patience." Anyone who's been on hold trying to contact a customer service representative has probably heard this phrase so often it has ceased to have any meaning. If your business really is important to a company, you shouldn't have to be patient when calling to place an order or ask a question. At the least, all calls should be answered in such a way that a quick resolution can be achieved, either by the customer being able to leave a message or by the customer being able to speak with someone who can handle their concern. It is also wise to have multiple methods of contact. E-mail and Live Chat are great alternatives to being stranded on the phone listening to Muzak.

 Mistake #2: "The Customer Is Always Right, (Except When We're Cranky)." The biggest illustration I can give of this particular mistake in action is an experience my company once had with a printing company we once used quite frequently. We received some printing we had ordered and the majority of it was practically unusable. So, my designer contacted the company to request a refund or a reprint. After waiting on hold for over half an hour (see Mistake #1), she finally got to speak to a human. She explained the problem and requested a solution. The customer service representative's response was "So I guess I should just take your word for it that the printing is bad?" Big, big mistake!  Arguing over a complaint generally isn't worth the amount of business you'll lose as a result. Always, always give the customer the benefit of the doubt.

 Mistake #3: "We Want to Hear From You (Good Luck Figuring Out How to Contact Us)." Good customer service means being available to your customers when they need you. Finding out how to contact a company should not feel like a treasure hunt. Contact information should be clearly listed on all company material, whether printed or on the Internet. Multiple methods of contact are also a good idea. At the very least your customers should be able to contact you by phone and e-mail. To provide the best customer service possible you have to talk, and listen, to your customers. If your customers can't contact you, they can't talk to you. It's that simple.

In today's marketplace, companies that provide good customer service often seem to be the exception rather than the rule. If your goal is to create customers for life and not just for a sale, keep these three mistakes in mind and do everything you can to avoid them. The result will be happy customers who recommend you to others, and a business that continues to grow.