Why do customers patronize one company over another? Many of you might say that the quality and price of the products or services are key factors. But while those things might play into a purchasing decision, they aren’t the most important consideration.

So, what is? Customer service. How you and your employees treat your customers is critical. When you provide your customers with exceptional customer service, you’ll own them. They’ll be loyal to you and wouldn’t dream of taking their business to one of your competitors.

When you have loyal customers, you can drastically reduce your advertising and marketing budgets. Loyal customers tell their families and friends about you and your company, and that, my friends, is the most effective advertising you can get—and it’s free.

 …