Customer service is key when looking to gain and maintain customers. If a company fails to provide the customer service a client feels he or she deserves, the client will seek business elsewhere.
David Dee, customer service expert and author, says that customers know when there's no genuine commitment to service that has been promised. Dee explains, "Behind every company policy and procedure, behind every decision, someone--everyone--has to be asking, 'Is this good for the customer? Is that what our customer wants?'"