All companies strive for exceptional customer service, or at least say that they do. It’s easier for large companies to make sacrifices to keep your business than for small companies. We’ve been told by large companies that our call is important, just not important enough to talk to a live human being. We’ve been trained by large companies to buy a membership or pay a fee for better customer service. We have even been bribed with free stuff after receiving poor customer service. But are you really getting exceptional customer service from large companies? Aren’t the large companies hoping you’ll hang up the phone before getting to the live customer service agent, hence hiring less agents? Aren’t large companies taking their sweet time picking and shipping your order if you don’t upgrade to VIP membership? Aren’t large companies keeping track of customers who complain too much in order to black list those who only order to complain for free stuff?

Small companies, mom and pop shops, desperately need your business and deeply appreciate your business. They smile every time they see you. They answer the phone personally. They help you as much as possible. Small businesses cannot sell cheaper, because they can’t buy cheaper. They can’t give away a lot of free stuff, because they don’t have the cash flow or the profit margin to pay for it. But know in your heart that you are a hero to them just because you patronize their business.

As a small business, you have to decide what you’re willing to do for customer service and stick to that. There are always going to be dissatisfied people. There are always going to be customers trying to bleed you dry for free stuff. Make your rules and stay within the guidelines. If you lose a customer because you didn’t do ‘enough’ to keep them, you are probably better off as nothing will ever be enough after that and they will cost you more than they spend with you.