When a customer hands you money – credit card, cash, check, whatever – be nice to them.

It sounds like common sense, yet, time and time again, organizations act as though they are doing the customer a favor by taking their money.

A small dance school would berate students every time they handed over a payment. Why? It makes no sense. These students were keeping the organization in business.

A membership organization sent nagging email after nagging email regarding renewal fees, but never showed any appreciation for the customers who paid. Sure, the company was providing a service for that payment, but it wasn’t the only company providing those services.

Airlines recognize this when they mention on the announcements that, “we know you have other options and appreciate you choosing us.” Yes, customers usually do have other options. Appreciate them choosing you, if you want to keep them.