The Apprentice: customers arenít always rightÖbut they do pay your wages

Last nightís episode of The Apprentice saw Rocky Andrews fired after the team he was leading made a loss in a corporate catering task, despite him owning a successful chain of sandwich shops. Feedback from his customers suggested that his team didnít understand their expectations.

Monster.co.ukís Apprentice watcher observes:

Last nightís episode proves that whatever your expertise, neglecting to consider what your customers actually want will only end in disaster. It also showed that experience in one area of business doesnít always translate well into similar areas; running a profitable sandwich chain doesnít necessarily mean you can make food suitable for a corporate function.

Customer service is a fine art. For anyone who wants to move into a job with a customer service element, Monster.co.uk recommends the following tips:

- Smile – friendliness is the difference between acceptable and great service

- Know your product – customers rely on you knowing what youíre selling them

- The customer is not always right – but it is not your job to tell them that they are wrong

- The customer is paying – so it is up to you to ensure that they receive the level of service they expect

- Know your customer – a champagne reception, for example, requires a different style of service to a rugby club beer night

- Donít bring your personal life into work – donít make the customer suffer your bad mood