Obviously you communicate with customers by words, both written and spoken, but they are also picking up strong messages by other means which could have a significant influence on whether they choose to continue to do business with you.

What impression does the appearance of your staff give customers? Many traditional businesses still have strict rules on suitable clothes for work they know their staff are more likely to be taken seriously in formal dress than in jeans and T shirts. Conversely, creative and high-tech companies encourage casual clothing.

Similarly, absolutely everything which represents your business must convey a coherent message, whether it be your premises, vehicles, packaging or equipment. Any small glitch in the message, such as a dirty van with cigarette packets strewn on the floor, or poorly-maintained tools, can sow the seed of doubt in your customer's mind about your professionalism or integrity.

Body language can belie the words we are saying to customers. How much faith do you have in a sales assistant who avoids making eye contact? Would you happily approach them for help if they stood glaring at you with their arms crossed?

Your own attitude to your job influences the messages customers are picking up from you are they going to feel valued if you are having a bad day, or will they sense your distraction and impatience and take it personally?

The actions your business takes are the ultimate communication with its customers. If you have promised delivery by noon and nothing has turned up, it will be very hard to convince them that customer service is important to you. Better to under-promise and over-deliver.

For example, there is an internet book service I use regularly which informs me when my books have been dispatched and provides an estimated delivery date. Each time the package turns up a couple of days early. The result customer satisfaction and repeat orders, not to mention glowing recommendations to friends.

In the end, any customer will tell you that clever mission statements and expensive advertising are meaningless if the goods are not delivered or the sales assistant is offhand.