Recently, I was asked what a company should be doing differently during this economic downturn.  My answer?  "Keep doing the same things as you were doing before."  Then I promptly added, "but do those things better."

There is however one area I where I want to see serious improvments during these trying times--taking care of the customer.  During a good economy, lose a customer and there are several others to replace the lost business.  Not so in this economic environment.

Here's a short list of assignments I've been giving my CEOs during the past few months which may spawn some ideas for your firm:

1. Look at your business from your customer's point of view.  Why do they buy from you?  Do they like your business?  What would happen if your business did not exist for these customers?  If you can easily answer these questions, you have a great starting point.
   
2. Have you lost some customer/client business over the past few months?  If so, find out why.  Was it pricing ?  Was it service?  Some other cause?
   
3. Set up meetings with your top 5 to 10 customers.  Find out how your business could be improved from their point of view.
   
4. Do your employees understand the value of each and every customer?  Do they understand their role in taking care of the customer?  That includes the receptionist (or the Director of First Impressions, support staff, the accounts receivable clerk, and all other members of the team).

Bottom line, take care of the customer.  Do you know what keeps them up at night?  Do you know the dangers and threats they face in their businesses?  If so, you'll be a step ahead of your competitors who may be more focused on cost containment rather than enhancing those valuable customer relationships.