Customers want good service, but they complain of getting poor value for their money, unfriendliness, inefficiency, etc. Only by providing customer-oriented service will a company get its customers to perceive a service they would normally take for granted as something special. This gives a company several decisive advantages:

The customer sees the price–performance ratio as positive. Where what they are getting is unique, consumers will no longer automatically draw comparisons with rival products and services.

The customer is positively impressed with this special product or service and will automatically tell others about it, providing free advertising. Just think of it: your paying customer is at the same time helping you sell your products, free of charge. Wow!

It gives your company an image boost. People will perceive you as innovative and better than your competitors.

 All these points will automatically result in increased consumer awareness of your company.

There are three reasons why most people are not innovative:

1. They lack the courage to be different.

2. They lack the talent for striking up friendly relationships with their customers.

3. They fail to put the knowledge they have to good use consistently.

But it doesn’t have to be that way.