Want to build goodwill? Do what you say you will.

Each time I walk down my local shopping strip, I pass by a cafe I used to frequent. It doesn't have a particularly smart fit out, it doesn't have tables outside, it doesn't really have anything in particular to recommend it, apart from being part of a health food shop close to the train station. It's a business which relies on the goodwill of its customers, as so many businesses do. But goodwill is a frail and ephemeral thing, which needs to be fed and nurtured to survive. Take it for granted and you're likely to lose it. 

I ceased to be a customer when I felt my goodwill was being taken for granted, in this case by the cafe regularly opening later than stated. 

If you want my goodwill, do what you say you will.

The things which irritate me as a customer are probably the same things which irritate you. They're obvious and shouldn't happen, and we'll complain about them when they do. Yet how often do they happen in our own stores?

Not sticking to our trading hours

Generally speaking, customer are creatures of habit; make things easy and convenient for them and they'll come back to you. Conversely, make things difficult, confusing, uncertain or unreliable, and they'll look elsewhere. 

Having people visit your store when you should be open, only to find your doors closed, is likely to have them looking for somewhere more reliable next time. No-one likes standing around waiting for a store to open, and no-one likes having their time wasted by turning up to find everyone's gone home. 

Unless there's a compelling reason - and no, simply being quiet doesn't cut it - make sure you're ready and waiting to serve customers when you say you will.

Nor will not having a trading hours sign on display help. That just creates another sort of uncertainty which won't endear you to customers.

Not calling customers back when we say we will

How many times have you waited for someone to call you back, only to have waited in vain? How has it made you feel? Angry? Unimportant? Helpless? Vowing never to darken their doorstep again? 

We all hate it, yet it continues to happen anyway. So often, those who will complain when on the receiving end will justify it when they're the one failing to make the call. Yes, you might be busy. Yes, you might not have the relevant information to hand. No, this does not make it acceptable. If you tell someone you're going to call them by a certain time, then call them by that time, even if it's to explain why you don't have the final answer or information. Keeping people informed of progress goes a long way to maintaining their goodwill. 

Not automatically providing a discount or offer which we've promoted

If you have a special offer of any sort, be it a gift with purchase, discount on selected products, competition entry or some other form of call to action for customers, make sure all staff know about it and deliver it without prompting.

As a rule of thumb, if you make people ask, you've lost some goodwill. If you make them ask for something which they're entitled to automatically, then you're not only losing goodwill, but you're also risking your reputation for reliability. 

Not putting our customer first

I lose track of the number of times I've seen a business go out with a strong marketing campaign to drive people into their store, only to fail by not backing it up with great - or often even good - customer service.

The act of opening a store and inviting potential customers in to it is making a unspoken promise about service. Fail to deliver on the basics of that promise and it's unlikely that customers will return. The basics aren't complicated - acknowledging customers when they come in, having product knowledge, being open and available to assist, assessing their needs before making recommendations, thanking them for their custom/visit. Much of this is simple courtesy, and it all goes a long way to building goodwill and loyalty.

Some of these promises are clearly stated, such as abiding by trading hours or honouring a commitment to return a call. Others are implicit, though just as much of a promise to your customer. Ultimately,  however, the ability to build and maintain customer goodwill is in your hands.