John Goodman, contributing writer of RetailCustomerExperience shares the five myths of customer service.

1. Complaints and returns are going down so we are doing really well. Fact: No news is not good news. There is dissatisfaction even if you are not hearing about it.
2. Price is the name of the game to expand share and profitability. Fact: Great service enables you to deliver extra value, charge a higher price, and raise profits.
3. The key to great service is getting the frontline to follow and enforce our policies. Reality: Policy and process problems related to products are costing you two to four times as much revenue as staff sales behavior and policy adherence.
4. Many customers are crooks and you need a rigorous return policy, like getting receipts.
   Fact: 98 percent of customers are honest and, by running them through the gauntlet to catch the 2 percent, you are doing serious damage.
5. Out of stocks and discontinued items are ok – customers understand and expect this.
   Fact: Customers do not understand or accept disappointment.

What actions to take to debunk this myth? Read the article.