Here John T. Self offers an analysis why it is so difficult for large companies to provide good customer service. There are also related articles dealing with motivating and training employees to give good customer service and what good customer service should be. It quickly becomes clear that it is quite difficult for a large company to implement outstanding customer service consistently while it is much easier for a small business.
The first step is to identify where your business interfaces with customers. This doesn't just mean face-to-face but includes anything from mailings to your answering machine message. In every case, the customer experience should be positive and they should be left with the feeling that everything has been done to make things easy for them. Since one negative experience outweighs many positive ones, we can see why consistently good service is so important and why large companies, with their many customer interface points and many employees, find this difficult.
As a small business, you can identify these points and control how they function much more easily. But "good" customer service is not good enough. To really make this concept work for your business, your customer service must be seamlessly excellent. This is so rare in today's business world that it is bound to attract attention and help the success of your business. And it doesn't cost a lot.
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