In this episode of Be a Best Run Business, hosts Nicolena and Joe are joined by Jared to dive into their first principle: empowering customers. It's not just about good service - it's about really listening and asking the right questions. Jared shares stories from the rental business about how understanding what customers actually need (not just what they ask for) builds trust and long-term partnerships. Joe adds insights about going beyond being an "order taker" to becoming a trusted advisor who helps customers succeed. They discuss how customer portals and technology can give customers more control, letting them handle things on their own time instead of being stuck waiting for business hours. It all comes down to building relationships that benefit everyone involved.