In 1922, a young entrepreneur opened a small grocery store in downtown Portland, Oregon. His name was Fred Meyer.
The store was only slightly larger than a modern convenience store, but Fred Meyer had a simple philosophy: treat every customer exceptionally well and they will return. Employees were expected to know their customers by name and greet them warmly when they entered the store. Customer service was not just encouraged—it was the foundation of the business.
Fred Meyer constantly looked for ways to make life easier for his customers. At the time, most workers were paid once a week and had to visit a bank to cash their paychecks before shopping. Recognizing the inconvenience, he began cashing paychecks for trusted customers right in his store.
The idea was a tremendous success. Customers appreciated the convenience, sales increased, and local banks were so impressed that they helped finance additional locations. Within a few short years, several Fred Meyer stores were operating throughout Portland.
I had the privilege of meeting Fred Meyer shortly before he passed away. He was 91 years old and still possessed the energy, vision, and enthusiasm that had built his company. It was easy to see why he had been so successful. He understood something many businesses have forgotten today:
Good customer service is not an expense—it is an investment. When people feel valued, they come back.
Unfortunately, customer service today is not what it once was.
Many companies have become so focused on reducing costs and increasing efficiency that they have forgotten the most important part of business—the customer. Technology has brought many benefits, but in too many cases it has replaced personal service rather than improved it.
A common example is the automated phone system. A customer calls seeking help and is immediately met by a maze of recorded messages. The options often do not fit the problem, and there is no easy way to reach a live person. After several minutes of frustration, the caller may finally reach someone, only to be transferred to another department and forced to start all over again.
Artificial Intelligence has added another layer to the challenge. When implemented properly, AI can be a valuable tool. Unfortunately, many companies have rushed into the technology without properly preparing their systems. Customers often find themselves trapped in automated conversations that fail to understand the issue or provide a meaningful solution.
The result is frustration. Customers feel ignored, unimportant, and disconnected from the very companies that want their business.
Fortunately, not every company has forgotten the basics. Many small businesses still understand that a friendly voice, a helpful attitude, and genuine concern for the customer can make all the difference. These businesses continue to earn loyalty because they remember a simple truth: People do business with people they like and trust.
Years ago, one of our Fortune 500 customers employed a middle-aged woman named Trudy. She served as both the receptionist and the company's primary call handler. I visited that facility several times each month and was continually amazed by her professionalism, efficiency, and genuine warmth.
More than 3,700 employees worked in that building, along with a steady stream of visitors, vendors, and executives. Yet Trudy somehow seemed to know exactly where every call should go and how every visitor should be treated. She welcomed people with a smile, answered questions, directed traffic, and kept everything moving smoothly.
The interesting part was that she did not rely on sophisticated technology. The only tool she used was a simple recording device that greeted callers in her own voice before briefly placing them on hold while she connected them to the proper person. Most callers waited only a few seconds.
In 1996, during one of my final visits before our corporate headquarters relocated to Southern Oregon, I learned that Trudy would soon be retiring and moving to Washington with her husband. Before leaving, I invited them to stop by if they ever passed through our area.
Several months later, my direct phone line rang.
It was Trudy.
She and her husband were traveling south on Interstate 5 and wanted to know if my wife and I would join them for lunch. We gladly accepted. It was wonderful to see this remarkable employee again, someone who had dedicated so much of herself to serving others. We shared stories, laughed, and enjoyed a memorable afternoon together.
During lunch, I asked her a question that had been on my mind for years.
"Trudy, how were you able to do such a great job for so many years?"
Her answer was immediate and simple.
"You have to love what you're doing, and you have to love the customers."
There was that powerful word again... Love.
Technology can answer phones. Technology can route calls. Technology can process information faster than any human being. But technology cannot replace genuine kindness, concern, understanding, and a sincere desire to help another person.
The best businesses understand that technology should support people—not replace them.
1. Treat Every Customer With Respect
Every customer deserves to be treated with courtesy, patience, and professionalism. A person's title, income, or position should never determine the quality of service they receive.
2. Listen Before You Speak
Many customer problems can be solved simply by listening carefully. People want to know they have been heard and understood before a solution is offered.
3. Make It Easy To Do Business With You
Complicated procedures, endless transfers, and unnecessary obstacles frustrate customers. The easier it is to do business with your company, the more likely customers will return.
4. Take Ownership Of Problems
When something goes wrong, don't look for someone else to blame. Take responsibility, solve the problem, and follow through until the customer is satisfied.
5. Remember That People Matter More Than Procedures
Policies and technology are important, but they should never replace common sense, kindness, and genuine concern for the customer. Businesses succeed when customers feel valued.
Experience is a difficult teacher. It gives the test first and the lesson afterward.
My book In The Aftermath takes readers inside real-world crises, difficult decisions, and the lessons learned when everything was on the line.
The stories and lessons in this article are drawn from more than four decades of crisis management, corporate investigations, leadership, and customer relations.
Real Stories. Real Crises. Real Solutions.
Our goal is simple: provide practical business ideas, leadership lessons, and real-world experience that help people build better organizations and better lives.
James A. Gaskell
Founder, Business Advantage 2026
"Customers may forget what you sold them, but they rarely forget how you made them feel."