Everyone knows good customer service is disappearing, even in customer-centric industries such as retail and hospitality, so it may be surprising to think about customer service in the newsroom, but the fact is it can play an important role in boosting your station’s brand and effectiveness as a news organization.

When answering the assignment desk phone, for example, adding a courteous greeting such as “Good morning” is much more friendly than a curt single-word greeting such as “Newsroom.” Tacking on a “May I help you?” at the end of the greeting is also a small measure that can have a bigger impact that you may think.

When dealing with callers, it’s also important to recognize you appreciate their call, no matter how trivial the subject or how busy the newsroom is. Staffers should be encouraged to speak with energy in their voices and provide feedback to callers, even it’s just a simple “I understand” or “Yes, I see.”

Of course, there are always going to be times when calls aren’t very pleasant, and there’s nothing wrong with being firm as long the tone of the conversation is professional and patient. When dealing with viewer complaints, employees should be wary of continuing an argument that can’t be won, instead opting to acknowledge the viewer’s point of view and saying the station values his or her feedback and will take it into consideration.

If you don’t already, consider logging all viewer comments, whether positive or negative, with full contact information in case follow-up is needed.

Staff and managers alike can also go the extra mile by responding to viewer inquiries via phone, e-mail or postal mail as much as possible. One alternative, mailing a quick, handwritten postcard is often more personal than an e-mail but not as time-consuming as a phone call.

Reporters should be encouraged to communicate with viewer comments, whether positive or negative, to their own stories. Not only does this create an open dialogue with viewers, but the public can also get a glimpse into the news gathering and reporting process.

It’s surprising that even when members of the public are upset with something a station does, the courtesy of a response will still be appreciated, even if it means a “agree to disagree” situation.

The bottom line is that viewers are your number-one source of advertising and your station needs to get the most legwork out of them as possible.

NewscastTip is a weekly column with tips for your newscasts. See past editions here. The column is available every Friday in our e-mail newsletter and posted here the following Wednesday. Sign up for the newsletter to get it delivered directly to your in box every week.

Michael P. Hill is founder and publisher of NewscastStudio. Contact him with your own tips and feedback.