Have you ever taken a day off from work so you could wait all day for a maintenance person to come to your house for a scheduled repair, only to have them stand you up? Do you know what it's like to wait on the phone for what seems to be an eternity to talk with an actual customer service representative when you have a problem?
Comcast, provider of phone, cable and internet services, once had a horrible customer service reputation. Their maintenance people wouldn't show (I know, I've waited). Customers couldn't get a live person on the phone, and their were other complaints.
However, Comcast has started a great advertising and PR campaign to reassure customers and boost their reputation. Their commercials feature employees (or actors posing as employees), addressing typical customer service complaints: you can quickly reach a live person on the phone, repair workers wear shoe covers in your home, you get a credit on your bill if they are late for an appointment. Not only are they reaching Comcast customers, but since there is more competition in the data and communications industry, they could probably win over some customers from their rivals, too.
Survey your clients and prospects to determine if they have any anxiety about the design and building process. Ask them if they've had trouble with service providers in the past. Address your clients concerns and anticipate their fears before they become an issue. Let them know you are listening to them throughout the process.