Customers are effectively the kings and queens of every business, and the operations of most companies are centered around their needs and expectations. Every department, especially the ones that interface with customers, constantly work on their customer service to ensure they keep their customers happy.

Customer service, can be broadly defined, as giving customers what they want, and when they want it, in the best way possible. Providing top quality customer service every time is important as it helps business to gain many advantages from it. Firstly, it helps businesses to retain existing customers because when a person is satisfied with the goods and services offered by a company, then there is no need for them to switch to competitors. Hence, existing customers will always be a part of the company provided the customer service is good.

Another advantage with superior customer service is that the cost incurred to attract new customers is less. Research has shown that it costs ten times more for a company to bring in new customers than to retain existing customers. One way to reduce this cost is to ensure that customers have a good experience when they interact with the company's service the first time. When a customer is impressed with the service, the chances for him or her to continue doing business with the same company is high.

Other advantages are a positive brand image for the company that is sure to boost the company's sales and bottom line in the future. A related benefit of having a positive brand image is that it is easy for companies to come back from any negative event such as a product recall or a failure. There have been many examples of companies in the past such as Toyota that have come back from negative events with good customer service.

Due to these benefits, it is important for every company to stay on top of its customer service performance all the time.