And, as most of us know, common sense cannot be written into a customer service policy. However, you can do certain things that will increase likelihood that your employees will make good judgments. Experts claim that small to medium businesses have an advantage over big business when it comes to offering customer service. Smaller size can mean a more personal atmosphere and better opportunities for communication between management and staff.

To make most of that advantage, try following:

1. Communicate your expectations to employees. Discuss emergency situations and how to handle them. Stress that emergency situations take precedence over company policy.

2. Make good hiring decisions then empower your employees to act independently when situation warrants it. If you have hired good people and trained them well, you can trust them with a degree of independent activity. This will work to your advantage in a second area as well. An opinion survey demonstrated that public resents waiting while staff persons seek approval from one or more supervisors before refunds, exchanges or complaints are handled.

3. Set a good example by showing respectful attitudes to persons both inside and outside of company. If employees hear management jeering at delivery persons, customers or other staff members, message received is that disrespect and lack of concern is acceptable. Employees who know that internal respect is norm will extend that respect to customers and others.

4. Provide feedback to let employees know how they are doing. When you catch an employee showing "good common sense," compliment him/her and do so in front of other employees.

5. Reward employees for providing good customer service. Rewards can be informal (i.e. praise, mention at a staff meeting) or formal (i.e. a regular award for employees who provide exceptional customer service).

6. Avoid over-managing. Happy staff means happy customers. The more involved in your business employee feels, more effort he or she will put into satisfying customers or clients.

She went on to tell me about a chain of drugstores in her area where it is common knowledge that people who work there just don't care. Common knowledge! Can you imagine operating a business where your customers expect to be treated badly??? You can ask where something is and they will say, "Aisle 13", sound annoyed, and not even look up from what they are doing. Well excuuuuuuuuuse me! She avoids that place like plague. She says that their badges should say "Hi! My name is Mary and I don't care."

The difference is in personal touch. It has nothing to do with size of your business or how many employees you have. Employees of large companies like a drug store chain can show it, and small businesses may not.

Instead of scenario above, how about this: "Where's toothpaste?" They stop what they're doing, give a big sincere smile, "Here, let me show you. What brand are you looking for?", then get up, walk to proper place, find their brand, hand it to them, and then "Can I help you find something else?"

Nordstrom's Department Stores is a large company whose employees are legendary in their personal touch.

You should be too. It will make an amazing difference in your business.