Four Behaviours You Should Never See In Any Business


I’m always excited to receive my weekly edition of The Shepard Letter.

It’s an email from Shep Hyken, a Customer Service Guru from St. Louis Missouri.

If you’re interested in improving your Customer Service, and you’re not subscribing to The Shepard Letter, well frankly, you need to be.

This week’s letter was another cracker from Shep.

Shep explained that he’d just experienced one of the worst cab rides ever, and upon reading the email, I’d have to agree that the experience Shep had, was downright poor, to put it mildly.


The driver turned up late, and moaned and badmouthed the company she worked for. During the ride the driver radioed ahead to base that she was quitting and returning the cab straight after this trip.

With my friend Shep still in the cab!

And paying for this!

Now, I’d like to draw your attention to Shep’s summation of this “experience”.

I’d like to ask you to ask yourself, are any of these traits that Shep experienced in his cab ride, occurring in your business?

If they are, then you need to address them ASAP and excise these behaviours from your Office.

Nobody should ever have to go through the horror of an “experience” like this cab ride.


The best exponents of Customer Service are always observing, always on the look out for examples of great service, and sadly, examples of poor service.

If you want to improve the service in your own business then you need to develop the trait of “observing” and watching what’s going on around you.

All the time.

And then taking notes…

And applying those lessons back into our own businesses.


Here are Shep’s four observations, with my comments:

1. Show up on time. Anything else is disrespectful, destroys confidence and can ultimately cost you business. 

A friend of mine told me that his father always said:

“If you’re not fifteen minutes early, you’re late!”

As Shep says, be respectful of your clients’ time. Anything else is just plain rude, and disrespectful.

2. The customer is not your therapist. It doesn’t matter how bad your day is, don’t burden him or her with your problems. Your job is to take care of the customer, regardless of how you feel. 

This is a doozy and so evident in Dental Offices.
There are times I walk past a treatment room and wonder whether there’s an Optometrist in there…it’s always a conversation from the Dental Assistant about I, I, and I.

So many I’s you’d think it was an Optometry convention.

The most important person in the room is always the Customer. The patient.

Ask questions of your patient.

Engage your patient.

Make sure you have your patient talking about them, or their favourite subject, which is also them.

Your conversations with your clients, customers and patients should always be about them, and them only.

Not you.

3. Don’t air your dirty laundry in public. You may not like the company you work for, but you should still be respectful. They are paying you to do a job, so do it well and represent the company to the best of your abilities. 

This is just poor form.

Nothing short of poor form.

There is no upside to you or your company, in having you mouthing off about your employer, or their business.

It only goes towards making you look stupid in your Customer’s eyes.

They will always be thinking:

“If things are so bad here, then why don’t you just get up, and leave?”


4. When you are in front of your customer, you are your company. You represent the company, their brand, and all of their employees. You have the power to give the customer a great experience – or not. Anything you do, positive or negative, reflects on the company – so seize it as an opportunity to amaze your customer!

Pull yourself together, get your stuff together and do your stuff.

Reflect your uniform, and your pride in your organisation.

I always used to say:

“If you’re on company time then respect that investment in you.”

Nobody respects someone with their hand out on one side, while they give lip on the other side.


Have you read my book , How To Build The Dental Practice of Your Dreams [Without Killing Yourself!] In Less Than Sixty Days.

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You can order your copy here: Click Link To Order



The Ultimate Patient Experience is a simple to build complete Customer Service system in itself that I developed that allowed me to create an extraordinary dental office in an ordinary Sydney suburb. If you’d like to know more, ask me about my free special report.

Email me at


Shep Hyken, CSP, CPAE is a customer service expert, hall-of-fame speaker and New York Times and Wall Street Journal bestselling author. He works with organizations to build loyal relationships with their customers and employees. He is also the creator of The Customer Focus, a customer service training program that helps organizations develop a customer service culture and loyalty mindset.  For more information contact (314) 692-2200 or


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