January 03, 2012 at 8:17 AM

Today’s marketplace operates at breakneck speeds.  In almost every segment, a customer can have a change of heart and a new priority overnight.  Keeping pace with technology, innovation, competition and fulfilling customers desires can leave a business owner breathless.

However, one thing that will never change is a customer’s desire for excellent product and excellent service. Achieving and managing excellence throughout your entire organisation will give you a leg up in the race for customers.

This can be challenging when your relationships with suppliers, distributors, and employees can change so quickly.  Small businesses typically have limited resources and can often get swept out of the marketplace because of rapid changes in technology and customer tastes.  A commitment to excellence is the great equaliser between small and big companies. 

In fact, smaller companies are often better at achieving excellence because there is less bureaucracy, better teamwork and more personal contact with customers throughout the organisation's hierarchy. 

Consider your business for a moment. Do you have an explicit commitment to quality and customer satisfaction? Is it written down and expressed to your entire organisation? Do you have clear processes and systems for handling customer complaints?

Similarly, is there a way for customers to give you feedback? Do you encourage customer suggestions? Does your entire team share an enthusiastic and genuine commitment to delivering an excellent product and superior customer service? Does your team consider it the number one priority?

It’s very likely your team probably has scores of ideas on how to improve customer service in these areas.  Encouraging their ideas is  a great way to motivate them and often produces low-cost enhancements to your business.