It doesn’t cost more to treat people like they matter.
But businesses that do provide exceptional customer service are often able to charge more — because people are willing to pay for a better experience.
Profit margins can be increased in many ways, but the most sustainable place to start is simple: treat your customers well. Do that consistently, and you don’t just gain repeat business — you create advocates who talk about your business for you.
A Lesson I Learned Early
In 1983, I worked for a fast-food restaurant while I was still in school. During my first week of training, the goal was simple: earn a small pin that read “Pleasing You Pleases Me.”
It wasn’t just a slogan — it was policy.
Customers were greeted warmly. Employees were taught how to communicate respectfully. Even small language choices mattered. For example, instead of asking a walk-in customer whether their order was “to go,” we were trained to ask whether they’d be dining with us — because the former subtly suggested we wanted them gone.
That store consistently ranked among the top locations in the company.
Not because the food was dramatically different.
But because the experience was.
Customer Service Is a Business Strategy
Customer service isn’t about being cheerful all the time or tolerating bad behavior.
It’s about understanding that how people are treated shapes how they feel about your business — and whether they come back.
Many businesses underestimate how much service impacts:
- Brand perception
- Loyalty
- Word-of-mouth
- Long-term growth
Customers may tolerate poor service when prices are low, but tolerance is not loyalty. And tolerance disappears the moment a better option appears.
Training Matters — Even for “Simple” Jobs
Customer service doesn’t happen by accident.
Employees aren’t born knowing how to handle difficult conversations, frustrated customers, or even basic day-to-day communication. These are skills that can — and should — be taught.
Too often, businesses skip this step. They focus on speed, volume, and efficiency while assuming courtesy will somehow take care of itself.
It rarely does.
A little training goes a long way. And it pays dividends in reduced friction, better morale, and happier customers.
Cheap Isn’t the Same as Valuable
Some businesses compete on price alone.
That model works — to a point. There will always be customers who choose the cheapest option available. But those customers also tend to be the least loyal, the most frustrated, and the quickest to complain.
Other businesses compete on experience.
They may charge slightly more, but customers return because they feel respected, heard, and appreciated. The service becomes part of the product.
Neither model is inherently right or wrong — but they produce very different kinds of businesses.
How This Shows Up in My Own Work
In my own business, I could charge less, rush projects, and deliver the bare minimum. I could move clients along quickly, avoid deeper conversations, and treat projects as transactions.
That’s not how I work.
I’d rather:
- Listen carefully
- Communicate clearly
- Follow through
- Be available when something isn’t right
- Treat client projects with care and respect
Not because it’s the fastest way to work — but because it’s the right way.
Providing good service pleases my clients.
And, honestly, it pleases me.
It Really Doesn’t Cost More to Treat People Well
Being respectful, responsive, and thoughtful doesn’t add line items to a budget.
What it does add is:
- Trust
- Retention
- Referrals
- Reputation
Those things compound over time.
Customer service isn’t flashy. It doesn’t trend. It rarely goes viral.
But it is one of the most powerful tools a business has — regardless of industry.
Somewhere along the way, many businesses forgot that.
It’s worth remembering.
