3. Quality of process: Here is where many businesses miss the mark. They offer a great product or service, do it in a customer-focused way, but make the process of doing business with them a burden. Consider the policies and procedures in place at your bakery. Are they making it harder or easier for your customers to do business with you? For example: What is your refund policy? Satisfaction guarantee? How do you manage long lines? Do you take credit cards on even small purchases?