I am regularly amazed by brand new facilities that are obviously user-unfriendly. Huge investments of time and money...but who are they designing it for?!

As women owned businesses if you want to improve customer service quality, every decision needs to be made with clients in mind.

A new airport in the Middle East is an impressive and expensive building. It's huge, packed with stainless steel and halogen lights and lots of fancy gold.

But it takes six escalators, two moving sidewalks and 3,446 steps (I counted) to get from the aircraft door to the taxi door at curbside. And no baggage trolleys are provided. This is not the way to improve customer service quality!

In his 1985 book, Ogilvy on Advertising, David Ogilvy famously said, "The consumer is not a moron; she is your wife."

Of course, he'd have a hard time getting away with that kind of comment today, but his point is still a valid one.

The truth is: Too many women owned businesses think of their target market as one large, pulsing mass. But your target market is actually made up of individuals just like you, your wife, your husband, your mother, your father, or your children. Your customers are people with hopes, dreams, frustrations, families to feed, bills to pay, and vacations to plan. The most successful brands recognize this and look at their target market as a "Target of One." So, how well do you know your target market ... your Target of One?

I flew business class on one of the world's largest airlines and found myself in a chair padded for pleasure

Clearly this seat was made to improve customer service quality.

This up-to-date seating boasts an impressive list of features: reclining back with adjustable lumbar support, extended leg rest, electronic "rolling massage," adjustable headrest with padded wings, two reading lights, a power point for laptop computers, a telephone, Internet connection, special built-in pouch for personal effects, large video screen with 14 movie selections, 19 audio channels, and noise-canceling headphones.

I was so impressed with the customer service quality, I decided to write some positive feedback for the airline on the spot. I asked the friendly cabin crew member for a "comment card" and a pen. She handed me a pen from her pocket that read "Narita Tokyu Hotel" and said she would look for a comment card, but wasn't sure if there were any aboard.