Rule 8: Exceed your customer's expectations. If you do, they'll come back over and over. Give them what they want — and a little more. Let them know you appreciate them. Make good on all your mistakes, and don't make excuses — apologize. Stand behind everything you do. The two most important words I ever wrote were on that first Wal-Mart sign: "Satisfaction Guaranteed." They're still up there, and they have made all the difference.
Comment: This story is told over and over by all effective leaders. If your customer expects the phones to be answered by a human voice, give them a human voice and one that can actually handle their needs. We have a policy that all customers and vendors have full and unfettered access to our top administrators.