The next time you find yourself on the telephone having to repeat the same request for the fifth time to a different person, think about how frustrating it is. Look long and hard at your own business to see if you could be guilty of doing the same thing to your customers.
One example that springs to mind for me is when I ring my credit card company to check on my account balance. The first thing the recorded message asks me for is my card number. Then I have to choose a particular option. When the call is routed to the next department, I have to punch in my card number again and choose another option. Finally, after a long wait, my call is answered by a person whose first question is, 'What is your card number?' You must be joking. This is one of the largest companies in the world, and even they can't get it right.