Small business success depends on satisfied customers. When people feel good about dealing with your company, they’ll tell their friends and they will come back for more. So your job is not only to give good value but also to provide a good experience. Customer service is such a lost art these days that anything you can do to make your customers feel special will set you apart from your competition. And this doesn’t necessarily require expensive premiums or grand gestures. Look around to see what others in your industry are not doing. Listen to complaints about how similar businesses interact with customers. Then you can make a list of what others aren’t dong that you can.