“I’ve Got Your Six:” Customer Service Tips That Build Trust
May 5, 2025
In the military, “I’ve got your six” means, “I’ve got your back. I’ll cover your blind spots, keep you safe, and stand by you – no matter what.” The phrase that started with fighter pilots has since expanded far beyond the battlefield. Loyalty, trust, and watching out for each other are values that don’t just apply to soldiers. “I’ve got your six” applies to businesses too.
At JamboJon, we believe that each business serves a particular customer and answers someone else’s needs. It’s more than just a sale. The best business leaders serve their people and set them up for long-term success. And we’re not the only ones who operate this way.
At the beginning of the year, “over 2,500 California National Guard members were activated in response to the devastating wildfires that ripped through the LA area . . . to provide support and relief . . . during one of the most destructive fires in California history.” After more than 30 years partnering to help during wildfire crises, the Guard’s mindset can only be described as, “We are here to help and we will do everything we can.”
How can your company serve your customers on the front lines? Just remember, “I’ve got your six.” Inspired by this mindset, here are six ways your company can serve your customers instead of just selling to them. This is how you make sure they succeed, grow, and trust you along the way.
1. Educate and Empower
Education provides one of the best ways to serve your customers. The National Guard doesn’t just show up in times of emergencies, they train communities on emergency preparedness, helping people know what to do BEFORE disaster strikes. Likewise, your company should empower your clients with knowledge and tools so they can make informed decisions.
Offer free resources like blog posts, videos, e-books, workshops, webinars, and easy-to-understand guides that can answer the most common questions. Break down each concept into bite-sized pieces so your customers feel informed, not overwhelmed. Instead of forcing your clients to be completely dependent on you, equip them with enough knowledge to make smart choices, so they’re never left dangling in the dark.
2. Personalized Strategy Sessions
Every military mission begins with strategy – a carefully laid-out plan based on the specific situation at hand. Even with many years experience in fighting California wildfires, the National Guard doesn’t take a one-size-fits-all approach to each assignment. They assess the data. What is needed? Where? They prioritize the needs of each community and adjust their response accordingly.
The same goes for your business. When you truly serve your clients, you won’t just offer them cookie-cutter solutions. Listen first! Take time to understand your clients’ industry, specific goals, audience, and challenges before offering solutions. Offer free one-on-one strategy sessions rather than generic packages. Adapt and refine your approach based on real data and client feedback.
3. Build a Community, Not Just a Client List
The National Guard is more than a group of soldiers; it’s a community of people who serve together. Family. They rely on each other, work as a unit, and support those they protect. Businesses can take a page from this playbook by focusing on building a loyal community, not just getting the sale.
Create a strong community around your brand. Engage with your audience on social media by starting real conversations. Form a group, online forum or a local meetup where your customers can connect with you and each other. Highlight and support each others’ successes, showing that you care about their journey. This makes your customers feel like they’re part of something bigger. It fosters trust, loyalty, and long-term relationships that go beyond transactions.
4. Ongoing Support and Maintenance
In a crisis, the National Guard doesn’t just respond for the day and then leave – they stay involved to make sure communities recover and rebuild. Similarly, what you do for your clients isn’t just a one-and-done deal. A company that truly has its clients’ back sticks around, providing updates, fixes, and new ideas even after the initial project wraps.
Check in with your clients. How are they doing? Be proactive. If you notice something that could be improved, reach out before they ask for help. When you have ongoing support, you rarely overlook anything.
5. Collaboration Over Competition
In the military, the branches work together to complete a mission. The Army, Navy, Air Force, Marines and National Guard all bring their unique skill sets to the table. A successful mission results from working together, not against each other.
In business, the same mindset applies. Be open to collaboration, even with competitors, if it could benefit your clients. Recommend another trusted professional instead of taking your customers’ money for a mediocre effort. Instead, partner with complementary businesses to provide more well-rounded services. Network and share your knowledge with others in your field instead of eyeballing them as competition. In the end, we’re all in this together.
Why would the California National Guard battle wildfires season after season, year after year? It’s a dangerous and stressful job. Often, the service they provide goes unseen, unappreciated. It’s easy to sum it up: They serve because they care.
When your business adopts this mindset, it will always stand out. Giving back – whether through mentorship or community involvement – creates goodwill and strengthens your brand. What do you care about? Consider donating a portion of your profits to causes that align with your values. Get involved in local events and sponsorships that support your community. Show up for your crew regardless of who sees it.
Final Thoughts
Media outlets championed those first responders and community volunteers who helped with the California fires. Army Chief Warrant Officer 2, Irvin Hernandez simply said, “We appreciate the praise that we’re getting, but we’re not a godsend or special people, we’re just ordinary people that did our job. This is what we do and we love it.”
Sources:
- Sgt. 1st Class Kimberly Hill, “California National Guard supports wildfire response following devastating fires in SoCal,” USarmy.com, January 31, 2025.
- “Six Soldier Stories of Army Bravery,” USO.org, June 9, 2022.
