As the prime holiday shopping and entertaining season approaches, most would agree it’s increasingly important for businesses and employees to put their best foot forward to ensure customers have the best possible experience, attracting positive “buzz” and return visits. Yet that’s often easier said than done, as the challenging economy places additional stresses on both consumers and the staff that deals directly with the public. Addressing these pesky issues, local author, artist and customer-relations trainer Cath Kachur DeStefano comes to the rescue with her recently published “It’s Not Nice to Choke Your Customer” — part of her Human TuneUp Tool Kit. In it, she combines experience gleaned through front-line customer service jobs — including a stint waiting tables at Judy Forman’s Big Kitchen when Whoopi Goldberg was a dishwasher — with knowledge gained as a staff development and human potential trainer. DeStefano possesses the rare ability to distill an idea’s essence into its simplest, most succinct form. She conveys her points using whimsical doodles, while keeping her tone light and playful, despite the serious content. Among this reader’s favorite clear-eyed gems: “Simple. No customers. No paydays,” and “Satisfied customers are the only ad we really believe,” a point confirmed by the popularity of rating websites like Yelp.com. “My style is to get the essence out in a few words. I see it simple. I write to people’s current attention span,” DeStefano said. With her book, DeStefano packages a doodle-illustrated flip-book, filled with key customer-service points, and a set of 10 employee appreciation cards. She markets the tool kit both as a set and as individual components through her Human TuneUp website. DeStefano, who lives along the Pacific Beach/La Jolla border, learned about customer service the hard way. She worked her way through college as a postal worker, aluminum factory punch-press operator, waitress and, after her move to San Diego, as a hotel switchboard operator.  “I remember how I was treated,” DeStefano said. “I was treated as if I was ‘less than.’ I’ve never forgotten.”  The principles of effective customer relations are simple, but not necessarily easy to implement, she said, especially in a fast-paced, short-staffed environment. “People just want to be respected. ‘Treat me like I matter,’ that is the essence of customer service,” she said. Dealing with the public is wearing, DeStefano points out, and often requires an attitude adjustment to cope with difficult or angry customers. She designed her book — and particularly her flip-book — as a refresher. It is filled with tips and tools to get through the day while maintaining sanity and good humor. She geared it to the hospitality, retail and other high-public-contact industries. Newly graduated with both a teaching certificate and degree in political science and international relations, DeStefano left her native Michigan in 1976 and headed for the sun of San Diego. She found professional work as a caseworker in the San Diego County Welfare Department, later moving into a staff-development position, where she discovered her passion for teaching and training. After two years, she quit her job and founded her own training business, originally called Ideas in Action. She connected with a national seminar company and conducted training seminars throughout the country and around the world. Nearly seven years ago, tired of constant travel, she scaled back her business and became executive director of the Diplomacy Council of San Diego, which partners with the U.S. Department of State in arranging people-to-people international programs. Recently, San Diego Magazine selected her as one of its “Women Who Move the City.” To purchase “It’s Not Nice to Choke Your Customer,” or engage Cath DeStefano as a speaker, visit www.humantuneup.com/”www.HumanTuneup.com.