1) Treat your customers like strangers. That's all they'll ever be anyway. 2) Don't trust your customers. If you do, they might take advantage of you.
3) Never go out of your way for your customers. If you do too much, they will come to expect it all of the time.
4) Create policies in the best interest of your company, not your customers. If you don't look out for the company, who will?
5) Never ask for your customers' opinion. What would they know? After all, they are just your customers.
6) Never guarantee your products or services. That way, it is only the customers' money that is at risk.
7) Whenever a customer is unhappy with your product or service, get very defensive. Find a way to blame the customer. If you look hard enough, you will find one.
8) Put your money into attracting new customers. But spend absolutely no money on improving the way you serve and keep your present customers satisfied. You will save a lot of money by cutting costs here.
9) Spend absolutely no money on training your employees how to serve your customers better. Your employees will probably leave to work for one of your competitors anyway.
10) Never hold meetings with your employees. Those meetings just turn out to be wastes of time, which is something you never have enough of anyway.
Mr. Borg is president of Canton, Mich.-based Tom Borg & Associates, which offers consulting and training in customer service development and employee performance.