December is the perfect month for us to stop in our sleigh tracks and re-examine our customer service policy. Having a well-planned policy may very well shape our customers' view of us as naughty or nice.

News has it Santa isn't too pleased, as way too many stores continue to not have a customer service policy. All too often, owners of small stores are ill-prepared to handle a multitude of customer situations, or worse yet, rely on poorly trained employees to address important service needs.

Poor customer service continues to be an issue as more retailers enter the market. According to a customer satisfaction survey taken by the University of Michigan and published by Newsweek, "Many of these bad habits are blamed on a shortage of good workers." Good workers?! I find this to be quite disturbing and I'm sure Santa will share my view.

Blaming bad service on a shortage of good workers is simply ridiculous. We can easily do better by beginning with one good employee supported by continued customer service training. Not only do we ensure our one employee shares our customer value system, we now have established the benchmark for those to follow. Having a policy helps everyone to become better employees.

It's unfortunate that many retailers still believe that if a customer isn't happy they'll let them know. Shoppers are far more likely to share their bad experiences with your potential customers, not you.

Those guilty of bad manners only have themselves to blame and should expect to see their store listed in big bold letters under "who's been naughty."

For those of you wanting to make sure your name is listed in the "who's been nice" column, I offer some good advice as given by George Whalen, from his book "Retail Success." Try fashioning your customer service policy after Whalen's Ten Rules for Customer Service. I'm sure you'll enjoy a far better and prosperous new year if you do.

— Warmly greet and welcome every customer into the store.

— Associates should always be friendly and smile.

— When customers ask for something, always take them directly to the merchandise.

— Train associates so they have the knowledge and ability to help customers make an informed buying decision.

— Focus the store's policies, procedures and systems on enhancing customer experiences.

— Make it easy to buy.

— Willingly take back merchandise customers don't like or want.

— Quickly repair or replace broken merchandise.

— Provide a pleasant shopping experience to every customer.

n Thank customers for their business and invite them back.

George Whalen's rules help us to focus on the customers' point of view. The key is to reinforce the idea that your customers' positive and pleasant shopping experience is an essential part of our everyday job.

Accommodate this experience and we simultaneously establish long-term profitable sales and growth —— not to mention new levels of competitive advantage.

Let's not forget, happy holidays begin and end with happy customers.

Kenneth Dodd is a Temecula marketing consultant. E-mail: kdodd@finaltouchmarketing.com.