Before interacting with an organization, customers may not know about it, may not view it as an interesting option, or may think it is difficult to engage with due to inconsistent messaging. During an interaction, an organization must ensure a congruent experience that matches any promises made through inventory management and a flexible buying process. After, an organization should address any cognitive dissonance, reinforce its positioning, and create relationships to build loyalty.

2. The Customer is Always Right BEFORE DURING AFTER CUSTOMER SERVICES

6. If a patient asks why something cannot be done, your staff should not state that "this is office policy" and leave it at that; they should offer an explanation as to why something cannot be done. This is often enough to satisfy patients, yet rigid policies are common flaws in many professional offices. Solving patients' problems is an essential part of customer service.