there are six basic customers need

1. Friendliness Friendliness is the primary customers needs, usually identified with being greeted charmingly and with emotions. 2. Understanding and empathy Customers need to acknowlege that the service person understands and appreciates their circumstances and feelings without critique. Customers have simple assumptions that we (who serve them) can put "Ourselves in their shoes", understanding what it is they came to us for in the first place.

3. Fairness We all ought to feel that we are being treated fairly. Customers get annoyed and defensive, when they feel they are accountable to any class distinctions. customer dont wants to be treated as if they fall into a certain rank, left wondering if “The grass is greener on the other side” and if they only receive second best.

4. Control Control the customers need to feel they have an impact on the way things turn out. Our ability to meet this need for them comes from our own willingness to say “yes” much more than we say “no.” Customers don’t care about policies and rules; they want to deal with us in all our reasonableness.

5. Options and alternatives Customers need to feel that other avenues are available to getting what they want accomplished. They realize that they may be charting virgin territory, and they depend on us to be “in the know” and provide them with the “inside scoop.” They get pretty upset when they feel they have spun their wheels getting something done, and we knew all along a better way, but never made the suggestion.

6. Information “Tell me, show me – everything!” Customers need to be educated and informed about our products and services, and they don’t want us leaving anything out! They don’t want to waste precious time doing homework on their own – they look to us to be their walking, talking, information central.