Great Customer Service as an Enabler of Small Business Ventures

INTRODUCTION:
Every day people make decisions regarding how they spend their money. They decide not only what they are going to buy but, even more important,who they are going to buy those items from. Most products and services are available from more than one source. You can purchase laundry detergent at several different supermarkets or retailers. You can also choose among several department stores for your clothes and electronic items. The point of all of this is: People have choices when it comes to where they buy their goods.It is important to understand this concept because freedom of choice is the entire backbone of our retail and wholesale marketing system. Itis also the prime motivator behind all Customer Service efforts and procedures. In order for a business to be successful, it mustpresent not only value to its customers, but also be able to make the purchase an enjoyable and rewarding experience. Only when this isaccomplished can you depend on those customers coming back day after day. If you take the time and effort to understand and improve theentire customer experience, your customers will purchase from you again in the future. In fact, most of the time they will not eventhink of going anywhere else. The mere fact that your customers can go elsewhere for their products andservices whenever they want is an important concept that everyone in the company needs to fully understand. Once everyone understandsthis, your customers, and how you treat them, takes on an entirelynew and precious meaning.