Customer service is an incredibly important part of each and every business. Happy customers mean more business. If a customer is happy with your product or service and the way you treat them when issues arise, they are more likely to recommend your business to their friends, family, and colleagues. Customer service is complex and dynamic. It is important to remember that customer service is not only what happens when a customer calls or emails with a complaint or refund request. Customer service also includes every interaction with a customer (or potential customer).
When someone calls or emails your company, steps into your store, or fills out a form on your website, your customer service should kick in immediately. If someone is not assisted promptly and professionally, they may choose not to do business with you at all and you've lost the sale on the spot. On the other hand, if you treat people well during every interaction you have with them, even if they do not purchase your product or service immediately, they may remember their experience with you and when they need what you sell, you will be a natural choice.
Customer service also includes what you do after getting a sale as well. If you make your customers feel appreciated and you do things to help them or keep them in the loop with news and information they can use, they are much more likely to purchase from you again and make referrals.