"Marketing is a race without a finishing line" Philip Kotler.

In any business, regardless of whether it is large or small, what triggers a sale and causes customers to return is primarily customer service.

Of course, the product is also very important when it comes to attracting and retaining customers, but customer service can make good results even if you do not have the best product.

Once the importance of customer service is recognized, it is important to know how to polish it, perfect it to make customers get the best experience when receiving a product or service. This is because the traditional customer service no longer gives the width in such a competitive market, where the attention received is seen above the price or the product.

3 tips to move from traditional customer service to an exceptional one:

1. Find the total satisfaction of each client

Although it is easier said than done, it is important to see it as possible, and to conduct yourself under the premise that each client must be 100% satisfied. Part of this is to seek this satisfaction from ALL clients, regardless of whether they are large, small, new recurring etc.

"Is no longer enough to satisfy your customer, you MUST delight them." Philip Kotler.

2. Give the customer space

With this I do not mean to leave it alone, much less neglect it, but it is very important to let the client decide for him or herself, without pressure, and above all, do it comfortably. Giving them only the support they need will make customers feel free and more satisfied.

3. Treat customers like the same owner

No doubt we all like to feel important, but this changes in proportion when talking about a client. It is key to make customers feel like the most important thing, without falling into sweetness or clear adulation. Never forget this message when working with people.

"Everyone has an invisible sign hanging from their neck saying, 'Make me feel important.' - Mary Kay, businesswoman and founder of Mary Kay Cosmetics.

Taking these points into account, something to reinforce an exemplary behavior towards clients could be to read books about consumer behavior, attend motivational conferences, but above all practice.

Here are just a few of the books you should start reading!

Influence: Science and Practice

Contagious Why Things Catch On

This Is Marketing: You Can't Be Seen Until You Learn to See