Winning Customers for Life: The Basics Every Business Needs to Nail

Over the years, I’ve learned that when it comes to creating great customer experiences, simple is best. Complicated strategies might look good on paper, but in practice, they often lead to frustration—for both your team and your customers.

Instead of overcomplicating things, focus on meeting or exceeding the three core expectations that every customer has, regardless of your industry.

Whether you run a hardware store, a neighborhood bakery, a boutique clothing shop, or an online business, customers ultimately want three things:

1. They want you to do the job right.
2. They want you to be easy to do business with.
3. They want you to treat them with kindness.

These three customer wants may seem simple, but mastering them is what separates businesses that thrive from those that barely survive. Let’s break them down and explore how to deliver them consistently.

Expectation #1: Do the Job Right

Customers come to you because they trust you to fulfill a need or solve a problem. Whether they need a morning coffee, expert advice on home repairs, or a perfectly tailored suit, they expect you to deliver what you promise.

Failing to meet this expectation results in disappointment, frustration, or even lost trust—and trust is everything in business.

Think of a restaurant experience: If you order a grilled steak but receive grilled salmon instead, nothing else matters until the restaurant corrects your order. Getting the basics right is the foundation of any great customer experience.

How to Ensure the Job Is Done Right:

• Set Clear Standards – Train your staff to execute tasks correctly and consistently. Whether it’s a barista making a perfect latte or a mechanic completing an oil change, leaving your brand’s reputation to chance is too risky. Be clear about what is expected.
• Double-Check the Details – Build in quality control measures to ensure you’re delivering exactly what the customer asked for. Have you ever bought something that required assembly, only to find a part is missing? That frustration is preventable with proper checks.
• Follow Through on Promises – If you say a job will be done by 5 PM, make sure it happens by 5 PM. And if for any reason it won’t be done by then, communicate that and let the customer know exactly when it will be done. Many online businesses use automated updates to keep customers informed—this level of transparency can be applied to any business.

Expectation #2: Be Easy to Do Business With

If doing business with your organization feels like trying to solve a Rubik’s Cube, customers will give up and go elsewhere. A smooth, hassle-free experience is critical.

Picture this: You visit a store and struggle to find what you need. When you ask for help, employees bounce you between different departments, and after finally making your purchase, you encounter a slow, frustrating checkout process.

These kinds of obstacles push customers toward competitors—especially those who offer seamless experiences, like one-click online shopping.

How to Make Doing Business with You Easy:

• Streamline the Customer Journey – Simplify every touchpoint, from product selection to checkout. For each step, ask, “What would make this easier for customers?”
• Anticipate Customer Needs – Identify potential frustrations and solve them proactively. A great example: A neighborhood hardware store noticed customers struggling to carry heavy bags of soil or mulch. Instead of waiting for customers to ask for help, they set up a station at checkout where employees automatically offered carry-out assistance. That small touch made a big difference.
• Eliminate Confusion – Ensure your signage, website, and processes are intuitive. Don’t assume something is clear just because it makes sense to you—evaluate it from the perspective of a customer who isn’t an expert in your business.

Expectation #3: Treat Customers with Kindness (Be Nice to Them)

This one might seem obvious, but businesses fail at it all the time. Customers don’t just want friendly service—they expect it.

A warm smile, a helpful attitude, and genuine care go a long way in building loyalty.

Having worked at Disney World for so many years, I of course have to share a Disney example. When Disney employees (or cast members) see a child dressed as a Disney princess, they refer to her by the princess’s name. As a grandfather, I’ve seen firsthand how much this small gesture means to a child. Simple moments of kindness create lasting impressions.

How to Deliver Kindness in Customer Service:

• Hire for Attitude – Skills can be taught, but genuine friendliness and empathy are harder to train. Look for people who naturally enjoy helping others. A simple Google search will give you plenty of ideas for hiring customer-focused employees.
• Create “Wow” Moments – Small surprises, like a handwritten thank-you note or a complimentary coffee for a loyal customer, can turn a routine transaction into a memorable experience.
• Appreciate Your Employees – Employees who feel valued are more likely to treat customers well. Happy employees create happy customers—it’s that simple.

A Simple Exercise to Improve the Customer Experience

If you want to take immediate action, gather your team and ask these three questions:

1. What does doing the job right look like and sound like in our business?
2. What does being easy to do business with look like and sound like in our business?
3. What does being kind and friendly look like and sound like in our business?

These questions will help you and your team develop a laser focus on delivering consistently outstanding customer experiences.

About the Author

Dennis Snow is a business author, speaker, and consultant who helps organizations develop world-class customer service. He is the author of two books, "Lessons From the Mouse: A Guide for Applying Disney World’s Secrets of Success to Your Organization, Your Career, and Your Life" (DC Press), and “Unleashing Excellence: The Complete Guide to Ultimate Customer Service.” (Wiley). Dennis can be reached at www.snowassociates.com, or at 407.294.1855.