CHRIS Croft is "obsessed" with customer care - to the point where he challenges shop assistants, waiters and anyone else to mark themselves out of 10 for service.

Take the moody security guard who responded to Chris's challenge by saying "5/10, and that's good enough."

It wasn't - particularly when Poole management trainer Chris reported Mr 5/10 to his none-too-pleased boss.

And as for the local car dealer who lost a £30,000 sale because he was dismissive to Chris, it doesn't bear thinking about.

"I hate having to be nice to customers I don't like, but on the other hand I'm increasingly fascinated by customer care," Chris told a Dorset Junior Chamber training seminar at the Bournemouth Highcliff Marriott Hotel.

"I'm constantly appalled by how bad service is in most places. It has become an obsession of mine.

"I just want people to be helpful and polite. I'm not asking for miracles.

"If people say they will phone you back and they actually do - these days it's brilliant."

So what hacks us off most when we're out shopping/consuming? It's not price, it's not features - it's "perceived indifference", says Chris.

Trouble is, for some workers, there's no incentive to go that extra mile:

They may be poorly paid with little or no commission;

There may be little or no training or shared profit culture in their organisation;

They may have no sense of ownership, motivation or control of their destiny;

Consumers can be disrespectful, intolerant and even violent.

In short, these hard-pressed workers may feel that there's nothing in it for them.

But there is: "If you're nicer to customers, you will have a better day generally. You will enjoy your job more."

Aside from that, the more relaxed and happy you make customers feel, the more they will chat and share information with you - and knowledge is power.

They'll talk about great service they've received in other places. Maybe they'll tell you about a bargain that could save you money - or a great plumber, maybe even where to find an NHS dentist.

In short, you may not benefit today or tomorrow, but sooner or later you will. So play the long game. It's worth it, says Chris.

Also, you may not like the customer who is complaining, but what they suggest could be useful. It could make your job easier if it saves you time by streamlining the way you work.

Only four per cent of people complain but they're likely to be a fairly extreme bunch.

"Even with an utterly stupid complaint, there's something you could get out of it.

"Even if these four per cent are miserable weirdos, they are useful. They are telling you what everybody else is thinking.

"Arguing with them is very dodgy. You have to let them let off steam. Don't go defensive. Questions are a brilliant way to bring them round. Ask 'what could we have done?'"

Chris Croft's 12 Commandments of Customer Care

1. You and the organisation you represent are judged in the first 30 seconds.

2. Make the customer feel important.

3. Get their name right - especially if it's unusual.

4. Take ownership of any enquiry you receive, never say "it's not my job."

5. Be a good listener. Ask lots of questions.

6. Always keep your promises. Write everything down.

7. Be "warm and fuzzy" rather than "cold and prickly".

8. Get the basics right. There are at least 130 ways to fail.

9. Only four per cent of unhappy customers complain - the rest won't complain to you but they will still whinge to others. And all 100 per cent are likely to tell an average 11 people - making 1,100 in total. So every complaint is really serious.

10. Adjust to your customer's personality type - be fun, be a friend.

11. Find new ways to delight your customers. When they come to expect those extras as standard, tough, you'll have to find new ways to delight them.

12. Make sure customer care is a priority. Lead by example. Recruit for it. Measure it. Enjoy it. Celebrate it.