Whatever it is that your company does, no matter how you do it, you make a promise to each and every customer that darkens your virtual door. You enter into a contract, even if the terms aren't explicitly stated. The consumer pays you something, and you promise to provide a product or a service. There are pledges of quality and quickness. Customer service involves living up to your word on these matters, but it really gets to shine when something goes wrong.
Here's the thing. Mistakes are opportunities -- golden ones. Here's why. Studies show that a satisfied customer will tell 2-3 people about his experience with your company. A dissatisfied consumer will share their lament with 8-10 people and some will push that number to twenty.
But here's the opportunity. An unhappy customer will become a loyal consumer if you fix his complaint and do it quickly. Eighty percent (80%) of these folks will come back to you if you've treated them fairly. That percentage rises to the upper 90s if you respond immediately. Every day you have the chance to transform your mistakes into returning customers -- the kind who will tell other people good things about you. Imagine that.