B.S.: As consumers, we tend to stick with a brand unless or until the brand gives us a reason not to. So executing excellent customer service each and every time we interact with a customer is critical to growing a business. Your marketing may be extremely effective in getting consumers in the door, but if their experience does not deliver on the expectation, then you have lost that customer, maybe forever. We know along the way there will be lapses, but excellent customer service leads to resolution, and mistakes will be forgiven if they are rectified. What customers will not forgive is rudeness or attitude indicating a lack of concern. Customers keep coming back to your brand because of great customer service, not because you are perfect.