Welcome to the customer service world, where people make the difference.

I've had an opportunity to meet many of you since I joined the Agency in March 2000, and I must say I'm impressed by the motivation and dedication you bring to your jobs. Customer service is the #1 priority of this Agency, and will continue to drive the activities in which we engage over the coming years.

In my previous life, I spent many years dealing with customers, so I have a good g.asp of their habits, wants and needs, and the different competitors waiting out there to get their business. You and I know, as customers ourselves, we will always seek out good value (price, value, and service). Numerous studies have proven that the level of customer service is a major factor in deciding where we choose to invest our hard-earned time and money. The military community is no different.

The CFPSA provides such a vast array of products and services to the Canadian Forces members and their families, that we cannot be anything BUT focused on customer service. Take CANEX for example. How many employees are aware that CANEX returns a large portion of its sales' profits back to respective Bases and Wings for reinvestment into Base/Wing programs and activities? These are in the form of CFPSA grants to Bases and Wings. This means, the more people shop at CANEX, the more money is returned through the system to provide quality of life benefits to the military community. There are other retail competitors out there who can offer similar quality products and prices, but none which can give back to the military community with that kind of added value.

How many of you know that there are more than 5500 employees in a number of different non-public fund positions across Canada? These include Personnel Support Programs (PSP) staff, SISIP, CANEX and accounting staff, human resources personnel, mess managers, and many others. Across all those fronts, customer service becomes a paramount concern. You, as employees, are the face of the Non-public Funds/CFPSA. You represent to the military men and women and their families, the commitment to provide quality products and services, with a proud, professional approach to the task. The commitment you bring to your job shows every day to your customers, and to your fellow employees.

The CFPSA staff at headquarters have been encouraged to read a quick and informative book called Crowning the Customer by Feargal Quinn, a well-known grocery store chain owner in Ireland. His words are simple. Get the customer to come back. Repeat business is a good, long-term goal. Listen. Really listen to what customers are saying. Anticipate change. Those who anticipate change (from information gathered through the listening part), and are able to adapt or offer a new product or service in response to a changing customer need, will stand a much greater chance of success. I have requested that some copies of the book be made available to all Bases and Wings, and that a plan be devised to share the reading. "A good read."

We at the CFPSA are no different. We must listen to our Canadian Forces members and families as customers. We also have to listen to our fellow employees (customers) too. We must maintain a long-term relationship with all of our stakeholders. We need to act on the comments we receive, and be prepared to change to meet shifting customer demands. Realistically, not every answer will be an unqualified 'yes' to these demands, but neither should there be a quick 'no'. We should look to develop a win-win situation with all our customers over the short and long terms. However, when and where we can, we must always act in the customers' best interests.

Remember, our motto is "Serving Those Who Serve". We're here to serve the Canadian Forces community to the best of our ability. Go ahead, ask questions of your customers and listen carefully to the responses. Take action. Your customers will thank you, and best of all, they'll be back for more.

John F. Geci