IF YOU THOUGHT THAT CUSTOMER SERVICE WAS IMPORTANT YOU’RE RIGHT

Auto dealers in South Florida are creating a lap of luxury for customers when they are in their domains. AutoNation's Lexus dealership of Palm Beach offers massages, Italian-themed eatery, computer stations for surfing the net and a 500-gallon aquarium.

The new $40 million auto complex is an attempt to lure customers looking for the goodies found in expensive hotels or restaurants. “It's also a clear attempt to lure customers amid a sales environment made difficult by the troubled housing market and the national credit crunch,” said a spokesperson.

The 180,000 square-foot dealership offers free valet parking, private meeting space with full catering and detailed marble and woodwork. At Herb Chambers Lexus in Boston they have wireless Internet and a children's playroom.

"Based on research, although the facility can impact customer satisfaction, the interpersonal dealings between the customer and the staff trump everything,” said Chris Denove, VP at J.D. Power and Associates.

There must be something to Denove’s theory. I recently bought a pair of shoes at Dolly Duz in Boca Raton and the salesman mailed me a beautiful Thank You note within days. American Express Open for Business customers also received personal thank you notes asking for feedback on how they can serve their customers better – and it’s even signed by the President Susan Sobbott.

What that means is that business owners have to co-mingle their corporate needs with the personal needs of their customers. A few hat retailers have told me that they readily greet customers with a hug and a personal hello. It makes us feel good (we’re at war in case you forgot) and creates an emotional string that attaches you to your customer. Can you beat that?

Even Bloomingdales is sending beautiful heirloom-like catalogues to customers. Again, it’s another way of saying “you’re special, we appreciate you."