First of all , we must define the concept of the word Attendance - It means to give, to give attention, to consider, to accept or to take in consideration a person who purchase (acquires) a product or service. ATTENDANCE X TREATMENT Both are two differentiated concepts and that many times are confused. Our efforts also tend to an approach, and this approach can make the difference. Attendance Attendance is directly connected to the businesses that an organization can or cannot do, in accordance with its norms and rules. Attendance establishes, in this way, a relation of dependence between the attendant, organization and the customer. (OAK, 1999) Treatment It is the way as the employee diriges himself to the customer , guiding him, conquering his affection. This, trully, is a work that depends exclusively on the attendant. For example: a customer who looks forks in a toy store, will not be taken care of his necessities, but, if he has been well treated and receive information on where to find the product that he looks (forks), will carry a good image of the company, and the day he will need to buy some toys, certainly will remember the toy store. All attendance must involve a good treatment however the good treatment does not guarantee the good attendance. QUALITY IN ATTENDANCE Basic requirements: ? To know - his functions , the company, norms and procedures ? To speak - to use a simple vocabulary, clearly and objective ? To hear - to understand the customer ? To perceive - the customer in his totality The attendant: The main function of the attendant is to represent the organization next to the customers, supplying information, clarifying doubts, solving problems, at last, to excuse a treatment that generates satisfaction, security and tranquility to the customer. To give a good attendance it is necessary: Continuous perfectioning: It is the first requirement of the attendance. The security when transmitting information depends on the knowledge that you possess on the function, the norms , the procedures, the company, its products, services and the code of the consumer. (TSCHOHL, 1996) To hear: It is not possible to take care of without before knowing what to take care of. It is necessary to hear what the customer has to say to establish a communication without consuming. To speak: After hearing intently, it is necessary to speak, to establish the communication process. When an attendant transmits an information to the customer, must use himself of an adjusted language, preventing technician terms, acronyms , slangs, at last to be clearly, objective, respecting the level of understanding of the customer. To perceive: face gestures, expressions and position of the customer are rich in messages, if those aspects can be perceived, they will assist his understanding. People are different one of the others. For this reason perception is a basic factor. It is through it that we can catch the different reactions and thus to excuse an individual and only treatment. Quality in the attendance: The quality of the attendance that we offer can determine the success or the failure of a business. Contact of an employee with the customers of the company as a whole, will influence the relationship with the company. (KOTLER, 1991) Consistency - It is essential that your employee always must provide the same quality of attendance although the circumstances. If a professional of attendance daily treats well 36 customers and offends 4, in the average will have had a good performance: 90% of good attendance. But if he leads to lose 4 customers per day , the company will be losing about 1.000 customers per year. It is too much. All customers must be taken care with excellence. So, to avoid this: Pleasure in helping ? This is the basic prerequisite for a good attendant is to like to help the people. In the case of simply vending its product or service, the company will be effecting a commercial transaction that finishes at the moment to pay and to lead. When helping the customer to decide his (s) problem (s), the master attendant will be creating a relation of lasting cooperation, even if any sell occurs in the first interaction. Rapidity in the Attendance - All customer must be taken care of quickly not by an efficiency question, nor courtesy, but for the fact that, after having waited for five minutes, without to know if he will be had to wait more fifty minutes to obtain what he wants. Waiting for the worse, customer can give up and go for the competition. (MCKENNA , 1992) Promises, Promises - In many cases, one of the main functions of the person who takes care of the customers is to inform stated periods, for example: when something will be ready, when it will be delivered, when it will be available etc. Anybody does not expect that each one has a crystal ball, but a part of the technical knowledge of these professionals must be to make reasonable trustworthy forecasts or at least to explain the customer what determines the stated period of time. ALBRECHT, Karl. A ?nica coisa que importa: trazendo o poder de cliente para dentro de sua empresa; 2a. edi??o.S?o Paulo: Pioneira, 1995. ANGELO, Claudio Felisoni de; SILVEIRA , Jos? Augusto Giesbrecht. Varejo competitivo. 1.ed. S?o Paulo: Editora Atlas.2001. 331p. CARVALHO, Pedro Carlos de. Administra??o mercadol?gica. 1.ed. Campinas: Editora Al?nea. 1999. 233p. DENTON, D. Keith. Qualidade em servi?os: o atendimento ao cliente como fator de vantagem competitiva. Makron Boobs; McGraw-Hill 1991. 222p. FULD, Leoonard M.. Administrando a concorr?ncia; tradu??o Nivaldo Montingelli. 2.ed. Rio de Janeiro: Record. 1993. 220p. Author's Resource Box Luiz Gustavo Arruda knows the real importance of quality attendance to business. After improvements in this area at his company, Reda??o e Suporte Acad?mico TCC , his business didnt stop increasing. Situa??o das Monografias ProntasArticle.