Who am I? I am your customer. Permit me, please, to describe myself ...

» I want service now! I'm better educated, more individualistic and more discriminating than my predecessors. I expect a lot more than they ever did, too. For example, if I call you on the phone to make any type of inquiry whatsoever, I expect you to be able to give me an answer in 10 seconds. I expect you to be easily available for me at any time, and I want a speedy response and efficiency—especially if I have a problem with my site.

» Bend over backwards! I expect you and everyone who works in your snow and ice management company to be friendly, highly competent and know-ledgeable. And, I expect all of you to stand on your heads for me when necessary. I even expect you to anticipate my needs even before I become aware of them. If you know how, you'll be in a better position to have me refer new customers to you.

» Read my mind! I expect you to not only know what I want, but I expect you to know what I'm willing to pay for it. And, if you cannot deliver what I want, when I want it, how I want it, and at the price I'm willing to pay for it, I'll go to your competitor who calls me every day and is working hard to entice me to choose him for my snow and ice needs.

» Are you scammin' me? Selling to me is more difficult than ever. That's because I'm more cynical and skeptical than ever. I've become highly suspicious as to whether you are giving me a fair price, and whether you're going to deliver what you say you will, when you say you're going to deliver it, and not give me some excuse when you call to disappoint me. This is especially important when snow is falling and I need my lots cleared.

» Show me your loyal customers! Your salesman boasted, "We have very high levels of customer satisfaction." I don't care. Studies have proven that the amount of customer loyalty generated by customer satisfaction is only eight percent. Show me your numbers for customer loyalty and then I'll be impressed!

» It's about me, me, me! I gave your salesman a tough time, but he asked me all the right questions, provided all the right answers and showed me he cared about ME. So, I gave you my business; but keep this in mind. I demand courtesy and respect, and I want a consistently great experience.

» I'm always right! If I'm wrong or mistaken, (how could I be? I'm always right) you'd be wise to simply say: "Perhaps there's been a misunderstanding."

» Treat me right! If my origin is from a country outside the U.S., I expect you to be able to communicate with me and understand that although my culture may be different from yours, my hard-earned money is still green, and I want to be treated with the same importance as others.

» Don't #@* me off! If I become yours, I never want to have to worry about anything. Fair warning, as much as you want and need me, I can be dangerous. If my experience and every interaction with you isn't positive, I'll tell anyone who asks when they're looking for a snow and ice management company.

» The good word will spread! On the positive side, if you do well by me, I can be your ambassador; I'll tell other property managers about you. Just remember: I want the "ultimate customer experience." That requires you to have a "Sales-Service Excellence Culture," where everyone in your organization recognizes that they, too, impact your bottom line.