For 10 years, Patricia Twitchell has owned and operated a specialty gift shop In Myrtle Creek, Ore. People from all over the country visit Just Bears and Stuff, and the store draws a very high percentage of repeat customers.

Working with customers has been an education for Twitchell. ‘In the 10 years I’ve owned and operated Just Bears and Stuff, I’ve learned a great deal about customer service. Even though some of it was from books, tapes and articles such as you’re reading right now, much of my insight came from my customers,” she says.

Twitchell says she’s reminded of the basics of customer service every day she’s at the shop. Here are some of the guidelines that have allowed her to not only survive, but thrive in business for the last decade:

• Make customers feel they’re getting something special. Remember their names and use them often. Get to know something about them. The more special they feel the more they will want to return to do business with you again. Guaranteed.
• Go the extra mile. Make your customers feel they’re the most special people to you, Twitchell says. “We offer beautiful gift wrapping at no extra charge. That’s an added value I provide.” What added valued can you add to let your customers know you’re going the extra mile?
• Never make customers feel as if they’re asking for something out of the ordinary. Although customers may ask at times for more than you can give them, the way that you let them know that will determine the feeling they take away from the experience. Always respect the request, avoid the word “but” when you reply. Tell customers: “I wish I could do that” or “You raise a good point. I will bring that up at our next staff meeting.”
• Be knowledgeable about your product or service and industry. Twitchell says: “When my customers look to me to make suggestions, they feel a sense of security in knowing that I know my product line extremely well. I pride myself in helping my customers select just the right gift for whomever they’re choosing it for.”
• Remember that you’re dealing with real people and with real needs. Regardless of the business you’re in, customers make the choice to do business with you. If they feel that you’re meeting their needs, they will return again and again.
• You can make a connection with customers even if you never meet them face to face. Twitchell says: “Many customers find me on the Internet. I have customers all over the world, and each one is so special to me and they know it.” Don’t let a lack of personal contact serve as your excuse to neglect relationship building. You can build solid relationships with customers face-to-face or over the phone.