Integrity means the quality of being honest and morally upright. It is doing the right thing because it's the right thing to do . SOME WAYS TO EXERCISE INTEGRITY: Meet your commitments: If your customers feel you did not meet your product quality commitment, you lose integrity. Honest to a fault: This means honest as seen by other people. Not telling the whole truth is dishonest. If you can't deliver a service because of your mistake, include the real reason in your apology. Build and maintain rust: Trust is a reliance relationship build on character, strength and ability and one bad act to lose. People do business with people. Know how to apologise: When something goes wrong apologise. It's easy and customers like it. The customer may not always be right, but the customer must always win. Deal with problems immediately and let customers know what you have done. Make it simple for customers to complain. Value their complaints. As much as we dislike it, it gives us an opportunity to improve. Give more than expected. How? What can you give customers that they cannot get anywhere? What can you do to follow-up and thank people even when they don't buy? What can you give customers that is totally unexpected?