Last Friday afternoon, I had a long awaited-coffee date with a dear friend. The sun was shining and it was finally warm enough to sit outside after what felt like an endless winter. Arriving at the east-side coffee shop, I found my friend sitting outside the front door where he greeted me with a very stern "We're leaving." Before my arrival, he attempted to order at the counter whilst the staff cheerfully chatted away with one another, ignoring their customer.

This continued long enough that he decided to leave. As he headed for the door, one of them looked up and asked, "Were you waiting for someone or did you want something?"

With Santa Fe repeatedly rated one of the top three most popular travel destinations in the United States, one might assume we actually have a handle on this hospitality thing. It is an impressive statistic and a generator of jobs in the service industry.

Unfortunately, I am consistently confronted with the attitude that customer-service representatives are doing me a favor by doing their jobs. If you make the effort to get dressed and show up for work, how difficult can it be to expend three seconds of energy on a smile and saying hello to a paying customer?

In an economy where businesses are shuttering their doors with frightening frequency, etiquette delivers an economical marketing and retention tool. When I walk into a business and receive excellent customer service, I leave satisfied and spread the word. Here are some inspirations to keep the front lines of your workplace friendly and focused on the customer.

For those of you managing from the board room or the back office:

• Hire and train wisely. Your customer service staff is the first image your customers will experience.

• Customer service comes from the top down. Treat your employees well, and they will likely treat customers well.

• Maintain high expectations in customer service and include etiquette skills in your reviews.

For those of you working the front door, front desk or front of the house:

• Choose your attitude when you wake up. It will likely stick with you throughout the day.

• Look sharp without the edge. As a front-line staffer, part of your job is making a great first impression — and you have seven seconds to do so. Dress appropriately, be well-groomed and articulate. And by the way, lose the gum and cell phone while on the clock. There are few things more rude than chewing gum or texting while you're supposed to be helping someone.

• Smile and the whole world smiles back at you. It can diffuse almost any situation.

• Eye contact makes customers feel important and shows attention and respect.

• Adopt a friendly and engaging tone. For those on the phone, smile and dial.

• Maintain a "customer is always right" attitude, because customers make your job possible — and you'll likely increase your earnings.

• Listen attentively so you can identify your customer's needs.

• Empathize by putting yourself in your customer's shoes.

• Be honest when you don't know the answer or there is a problem. Apologize and offer to find a solution.

• Treat customers as individuals by using their names and asking questions. It shows sincerity and creates trust.

If these customer-service tips don't resonate with you, then avoid applying for a job where the sole responsibility is to provide service to a customer. You may excel further in a position in the back of the house, where there is less pressure to cater to the public.

Positivity is infectious. Work is simply more fun if you're having a pleasant time with your customers. Etiquette will also accelerate your career by complementing your résumé, especially if you don't have the experience that would otherwise promote you.

Last Friday, my friend and I took our business elsewhere, arriving at another coffee shop with our low morale and hopeful expectations. The staff delivered a warm welcome and warm coffee. It didn't matter if they had GEDs or Ph.Ds. They didn't need a degree to know good behavior is good for business, and now they've got mine to the last drop.

Bizia Holmes Greene is founder of the Etiquette School of Santa Fe. Contact her at www.etiquettesantafe.com">www.etiquettesantafe.com or 988-2070.