Working proactively with your customers can alleviate the common pitfalls associated with poor customer service. The majority of dissatisfaction comes from lack of service in which the customer feels inconvenienced and not appreciated. When we utilize proactive techniques, we are taking control of the situation and leaving less opportunity for error. It also puts us in a position in which we can feel more confident because we are coming from a preventive approach in which we foresee potential problems and step in before they are allowed to emerge. Unfortunately, many businesses are not working in a proactive mode because of disorganization, lack of structure, ineffective management, lack of training or being understaffed. This causes the company to work from a reactive state in which they are consistently mending the problems and consequences of unhappy customers. When we work in a reactive manner, we tend to feel a lack of control over the situation and a high level of stress and frustration. Trying to appease customers from this mode is very difficult because stressed employees are often emotional and defensive which can come across as uncaring and rude to the consumer. One local business was recently nominated by one of it’s customers for their assertive approach to customer service.Key Bank, located in Bonita Springs, was selected for their “consistent personal service to their customers”. Ms. Sheila Seacat, Relationship Director and her assistant, Ms. Kassie Manza, state their high level of customer service stems from their proactive approach in that they strive to be “one step ahead of the customers by anticipating their needs”. Customers whose needs are taken care of before they become an issue will feel more appreciated with the special attention and added convenience. One way to ensure you are anticipating the customers’ needs is by placing yourself in their shoes. If you were the consumer, what would be required to make you fee taken care of and appreciated? Perhaps it is receiving a follow-up call from an employee assessing your satisfaction of the product or service. This way allows any customer concerns or questions to be addressed immediately before it becomes a problem. Remember, the customer is hiring you to assist them with their needs, just as a business owner hires her employees. Think about it. Would you treat your boss in a manner in which he has to work harder than you do to get the job done? It is expected the employee will do the job for which he is hired to do without expecting his boss to do it for him. It’s not any different when servicing our customers.