Listen to your outgoing message, pay attention to how you and your employees communicate on the phone and through email.
Examine your sales and return policies. Are they simple and straightforward, or do you need a degree in rocket science to understand them?
What is the post-transaction experience like? Once the check clears, are you (playing the role of the customer) forgotten?
Are your offices easy to find?
Are your offices pleasant and welcoming? Do they reflect the brand message that you are trying to convey? (creative, corporate and buttoned up, knowledgeable)?
Finally, recall some of your best and worst experiences as a customer at places where you have done business and learn from both.