In all business categories, the defining decision a customer or client makes in determining whether to purchase from you or your competition, comes down to one single element: service the overall experience and delight of dealing with your company.
How you structure your customer service experience is a critical part of your marketing plan, but few companies give it the time and training it deserves, preferring to "wing it," leaving it as an intangible line item.
Does your company have a gold standard benchmark of service to live up to? If not, then pick your own. Choose an experience from a company that really amazed you an experience that turned you into one of their brand ambassadors.
If you don't have a company to emulate or an experience to relate to as a gold standard of service, then start here: The Ritz Carlton Gold Standard may be all you'll ever need!