Modern consumers are more demanding and informed than ever before. They are aware that they have choice and that there is considerable competition for their business. There is a limit to lowering prices as a competitive tool, costs can only go so low, leaving one area for modern businesses to outshine their competitors - with customer service. Small businesses have the greatest potential to offer extremely high levels of customer service due to their direct contact with their customers. Unfortunately, very few fully realize the power of customer service and what it can do for their business. As a result, common dinner party conversation focuses on the poor level of service most recently received. Put simply, customer service is about exceeding your customers expectations. Do that and you are well on the way to success and profitability. This book provides an insight into understanding and identifying what customers expect and it details simple suggestions that will enable all businesses to exceed these expectations and reap the rewards.