The business world abounds with advice on how to treat customers. When it comes right down to doing it, however, every bit of advice has to be tailored to your own situation.

So it is with us. In their book Chocolates on the Pillow Aren’t Enough: Reinventing The Customer Experience, authors Jonathan Tisch and Karl Weber give advice for the hotel industry. But in crafting the customer experience, some of their advice applies to all businesses, including ours. There is always a tweak or two we can make to improve the customer’s experience.

They say we should perfect the “art of welcome.” This means truly welcoming customers on the telephone, in person, and by computer. Are we doing this?

Improving every customer “touch point” is another factor. This means upgrading every customer contact, doing all we can to understand what a customer really wants and needs, and finding ways to make customers feel special.

Making them feel safe in their dealing with us is another good point. When they are sure we will solve any problem, their loyalty will grow. We can make every effort to pleasantly handle any situation that arises.

Tisch and Weber tell us that in today’s world, organizations of every kind are experiencing difficulties attracting and retaining clients. With competition intensifying and customers becoming more demanding, it’s no longer enough to offer just a good product or service. Today’s customers want something more.

Satisfying them takes attention to detail, creativity, and diligence.