So, what kind of impression are you making on your customer? Are you giving him or her a memorable experience? Here are two ways to find out.
The best way is by asking. However, you need a system in place for capturing the feedback. Make sure your front line people pass along customer comments and complaints so that you can actually address the concerns.
The second best way to find out is to put yourself in the customer's place. See what they see. Feel what they feel. How long has it been since you called your office anonymously to find out how a typical call gets answered? What's your waiting room really like?
Your customers experience their time with you as a story, one they will remember for better or worse, and one they will likely pass along to others.