Two more winning beatitudes—“Be Consistent” and “Be Clear”—are essential for companies who desire to retain their customers.

Be Consistent: Your repeat customers expect to have a consistent sales and customer service experience when they contact your company. Maintaining a consistent customer service approach helps reassure clients; they know they can also depend on you in the future. It’s why customer service training is also important; all customer service agents should be on the same page saying the same thing. A consistently good customer service experience can retain customers and grow revenue, while a consistently bad customer service experience will lose customers.

Be Clear: In fact, to be unclear is to be unkind. When a client calls your business regarding a customer service issue, it should not be assumed that the client understands the industry jargon and technical lingo associated with the product or service in question. Avoid using technical terms in your dealings with the client and keep the conversation to general terms. Make it easy for the client to understand the explanation or solution. If the customer wants to talk about the technical aspects of a product, it would be best to transfer him or her to a technical person who can go deeper into the matter.