You can provide a superior product at a lower price, and still lose the business. It is true that you need to offer an excellent product at a reasonable price, but don’t lose sight of the fact that, if people don’t like you, they won’t continue to buy from you no matter how good your product is.

Every employee of your company who comes in contact with your customers needs to understand this. Any one of them who fails to provide such service can lose a customer for you. Employees need to be continually reminded of how important they are and how much they need to keep customer service in mind in every transaction they have with your customers. The same is true for every employee of the suppliers you use, who “touch” your customer.

Even employees who never come in contact with a customer, need to provide good “customer” service to their co-workers, who are really the internal customers of those workers who do not interact with customers. If the workplace is tense or toxic, you will lose your best workers and will be unable to continue providing that excellent service level to your customers.

The foundation of great customer is quite simple. Always remember first and foremost a) the reason customers buy from you, and b) were it not for those customers you wouldn’t have the opportunity you do. If everyone is your company remembers those two points, you’ll be in the top quarter of customer service providers.

When your customers really enjoy working with you and believe you have their interests at heart, they will come back to you, even when a competitor offers them a better price. Stay in touch with your customers to assure they think of you first when they need your services.