Everyone has a customer service horror story to tell. Fewer can recollect a positive customer service experience.

It costs a company six times more to attract a customer than to retain existing customers. Most customers leave because of small oversights and a lack of attention to simple needs. Having a customer service policy is vital to small business survival.

All business owners must address their customer interface -- customer service plans need to address challenges associated with both internal and external customers.

Customer service procedures should be part of employee orientation and are important criteria in performance evaluations. Many employers offer merit pay or other incentives based on positive customer feedback. It lets employees know that good customer service translates into increased profits and job security.

Your customer service mission should start with the owner and managers. Your company culture and commitment to excellent service starts at the top and should be consistent among employees.

Your customers' impression of the service received often depends on your staff's communication style. Uncovering your employees' communication style and how they interact in business is an investment in your business. When your staff communicates effectively, they are more likely to work as a team and be more productive. It also makes the work environment more comfortable and fun.

Training your employees to handle complaints, resolve disputes and satisfy disappointed customers is vital to the survival of your business. Ninety percent of unhappy customers leave without saying anything. Most of those customers will never return.

Unhappy customers will tell an average of 13 people of their negative experience. Unhappy internal customers -- your employees -- can sabotage your business. If you resolve a problem in a customer's favor, there is a 70 percent chance that they will patronize your business in the future.

What should your employees do if there is a customer service problem? Train them to apologize and show the customer that you intend to fix the problem.

The customer is not always right, but the customer is always the customer.

Training your employees in simple conflict resolution is vital. Teach them to listen to the customer. Usually your disappointed customer just wants to be heard.

Above all, train your employees to greet and thank the customer. A sincere "thank you" is often forgotten and extremely important.

A customer service plan is a part of your overall marketing plan. Napa Valley College Customer Service Academy offers low cost opportunities for training to raise the bar on service. The Customer Service Academy will be offering Communications and Conflict Resolution on Thursday and on April 26 at the Napa Chamber of Commerce.

Info, 253-3210.