‘You can’t train nice’: How to build a loyal customer base

The secret to establishing a brand is creating an emotional connection to the audience, and one of the best ways to do that is through customer service. “Be organized and mindful,” said Steve Nachwalter, principal of Nachwalter Consulting Group, a global management consultancy based in Las Vegas. “Make sure you understand the experience your customers are looking for, and make sure you are able to provide it to them. See your business through your customers’ eyes. If you can’t walk in their shoes, you will never be able to connect to or satisfy them.”