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When Bob Miglani was growing up, he spent every summer working at his family’s Dairy Queen store. At the time, it was mostly just a fun summer job. Now, looking back, he realizes those summers behind the Dairy Queen counter were laying a foundation for his future in the corporate world. Mastering the techniques his family used to serve and sell ice cream provided him with indispensable knowledge on the value of exceptional customer service. And he picked up more than a few techniques that served him well as an executive with a Fortune 500 company. Whether dealing with customers,. | execuBooks wisdom. wherever. Subscribe to e-summaries of books for business people Treat Your Customers Thirty Lessons on Service and Sales That I Learned at My Family s Dairy Queen Store By Bob Miglani Published by Hyperion 2006 ISBN 1401301983 Introduction When Bob Miglani was growing up he spent every summer working at his family s Dairy Queen store. At the time it was mostly just a fun summer job. Now looking back he realizes those summers behind the Dairy Queen counter were laying a foundation for his future in the corporate world. Mastering the techniques his family used to serve and sell ice cream provided him with indispensable knowledge on the value of exceptional customer service. And he picked up more than a few techniques that served him well as an executive with a Fortune 500 company. Whether dealing with customers suppliers employees peers or his managers something from the DQ experience invariably came in handy. And he s still growing returning to the store many weekends to dish out ice cream and keep learning about customer service. Here are some lessons. 1. They re Not Just Customers -They re People On a particularly hot summer day one of the DQ employees Mike was serving a man who looked as if he was in his mid-30s. The air conditioner was on high but with all the serving windows open the heat was seeping in. A car alarm went off in the parking lot and the noise continued for about 10 minutes. As Mike was putting some of the sundae cups into the customer s bag he muttered What s up with that guy doesn t he know how to turn off his alarm The customer gave him a dirty look. That s my father and he s having a little trouble with his car he said. Mike s faced drained completely of colour. It was clear he felt terrible about making the comment. It could have been anybody s father out there trying to turn off the car alarm. Too often we forget that the people coming into our store or business are more than just consumers who drive our .