We all know that there are few things more valuable to a business than happy customers. They come back for more, they tell their family and friends and create new customer opportunities for us, and we can count on their repeat business for a long time to come.

Who doesn’t want more of that?

If you want to achieve that level of trust with your customers, you’re going to have to consistently deliver a very high level of customer service. Avoid these common mistakes, and you’re well on your way.

Not training your staff. Does your company believe in the “baptism by fire” training system? Or do you make the mistake of only teaching the technical skills required on the job? Customer service training gives your employees the tools and confidence to deal with that angry client.

Trying to win the argument. Perception is reality. There’s no point in trying to win the argument if it means losing the customer. First and foremost – apologize. When we’re angry or disappointed, we want to hear that someone else cares about our feelings. So acknowledge the feelings first and then seek a solution. The blame game has no place in superb customer service.

Letting technology get in the way. We all love how technology makes us more efficient. But it can also make us more remote and difficult to reach. Be sure that your customers can reach a real person if they have a problem. Pointing someone to your FAQs on the website or putting them into your voicemail loop is only going to frustrate them more. Get them to an empathetic human as quickly as possible.

Stellar customer service doesn’t just happen. Avoiding these mistakes is a fine first step on your way to being a customer service superstar.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at drewsmarketingminute.com.

He can be reached by e-mail at Drew@MclellanMarketing.com. © 2011 Drew McLellan