They’re looking for someone who gets them.

Get to know what’s important to them. Almost universally (90%), customers agree that the companies delivering the best service products and experiences are the ones “who truly understand my needs.” (Service Marketing Brand Vulnerability Study, Mullen, 2009.) It’s not about “customer-centricity” lip service either – your best customers will see right through that – it’s about adopting truly customer-centric behavior.

You are not boring if you keep the basics covered. Don’t lose sight of the basics that probably made your business great from the start – like making it easy for customers to choose you and stay with you. According to our Brand Vulnerability Study, 89% of consumers agree that “the best service providers make it easy to do business with them,” and they operate with a keen understanding that “consistency is the name of the game.”

Define your stand out qualities, and you will be noticed. With more than 50% of consumers saying “most service providers’ products are the same,” it’s never been more important to define what sets you apart from the competition (Service Marketing Brand Vulnerability Study, Mullen, 2009). And don’t be shy about communicating that point of difference.

The virtual “you” should match the real “you.” When it comes to marketing, few things are more rewarded than the truth and more punished than inflated claims and over-promises. 83% of customers surveyed said one of their greatest disappointments with service providers is having their expectations raised based on the provider’s advertising or website only to be let down by the actual experience (Service Marketing Brand Vulnerability Study, Mullen, 2009). “It is futile for marketing to do an excellent job if they are, for example, to be let down by the customer service team, billing system or an executive who drags the brand through the gossip columns of the newspapers,” said Joe Stanhope, Vice President, Alterian, crm2day.com. So make sure your core marketing messages accurately portray your company and what you have to offer consumers.

Breaking up has gotten easier to do. More than half of consumers surveyed feel that service providers simply do not value them as customers. Our research indicates that increasingly, consumers are willing to breakup with a current service provider unless they see a real indication of change in that provider’s attitude and behavior. Some consumers are even working with their provider to find a compromise. “What I have learned is that these companies are really receptive to working with me to keep me as a customer,” said Alan Weinkrantz on ABCnews.com. Perhaps your customer’s personal ad really reads: “looking for someone who gets and values me.”

We put together a micro-site with more detail on how service brands can attract and retain their best customers. My colleague Taylor Bryant, Chief Strategy Officer, at Mullen, is also a great resource on this subject.