I previously challenged you to find out what the often overused phrases “getting closer to the customer” and “customer intimacy” really meant by listening to – and eyeballing – your customers to find out what’s really important to them.

As a strategy consultant, let me stress that this is just one element of the bigger picture as it’s critical to get your own business in order before you can improve your customer service.

In Channel 4’s Undercover Boss series, UK bosses took on new identities, working with their customer service staff and meeting real customers on the shop floor.

Their lack of knowledge and understanding of how their front line staff were constantly under resourced, over stretched and feeling unappreciated – was staggering.

Even more astounding – and laudable – was how their teams continued to perform daily miracles in order to meet customers’ basic expectations.

What would a film crew investigating the front line of your customer service operation on an average day unearth? The bosses on the Channel 4 series were horrified at their discoveries – and yet the solutions, as I can verify as an executive coach, are often simple.

What are you doing from the following checklist which is neither rocket science nor sexy – but which could make all the difference?

• Updating processes
• Holding regular training and refresher sessions
• Conducting on-the-job assessments and feedback
• Recognising and valuing your staff
• Immediately replacing faulty or failing equipment
• Sharing best practices
• Communicating regularly with your stakeholders?

Some executive teams spend a month on the ‘front line’ every year taking on roles that require face-to-face customer contact as part of their business development strategy. After just one week, executive board members of a bakery group agreed to buy specialised sack barrows for their van driver salesmen – an expense they had previously refused to sanction. The investment was repaid within a couple of months from increased sales and the impact on morale was enormous.

You don’t have to go undercover to find out what you should be doing and investing in. Just get out there and work alongside your people who hold the fortunes of your business in their hands and hearts – and who can be your biggest profit drivers.

To discuss how my expertise can add value to you, contact me on email at richard.bosworth@whatifspecialist.com, follow @richardwhatif on Twitter or find me under Richard Bosworth at LinkedIn.