Learning from the CEO – Making Happy Customers


If you’ve seen my vlog, you know I do the videos based on questions and comments submitted by viewers on Facebook and YouTube. There have been quite a few questions on how to say no to a customer, how to handle a customer who doesn’t want to pay the set-up fee, how to get new customers, or just how to build a successful business.

To answer all those types of questions, it comes down to quality customer service. You must build your business around customer service because without customers, you don’t have a business. Rule of Thumb: Take care of your customer and your customer will take care of you.

From time to time you’ll come across a few customers you can’t seem to make happy or have an issue with some of your terms. It’s okay to say, ‘No, we can’t do that.’ It’s also okay to make small, one-time considerations for unhappy customers. It’s a judgment call. Many times, if I’ve had a customer complain or say there was something wrong with a decal or shirt I made, I wouldn’t argue, I’d just replace. When it has come to situations where I knew I had to protect the best interest of my company, I stood my ground – but in a kind and respectful manner. I just explain to them these are the terms for the business and doing this design would be against our policy, or against copyright laws, or whatever the case may be. It’s all in how you communicate to the customer.


Word of mouth is still one of the key sources to get your company noticed. If you have happy customers, they’ll refer you to their friends, mention it on social media, and keep coming back. If they’re not happy or have a negative experience, they’ll tell their friends about that too. Do your best to always make a good impression and consistent standard of business operation. You can’t please everyone all the time, but the customers who understand and accept the terms are the customers you want to keep long-term.



About Author

"It's awesome!" Matt Vassallo is the owner and CEO of The Rhinestone World, building the company from an entrepreneurial vinyl and rhinestone decal business he and his wife started in their home. As a teacher, Matt understands and appreciates what it means to empower others by providing knowledge and education to succeed in this industry. And if you haven't noticed, he's kind of a sports buff.

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