Today, just delivering customer service is not enough. It takes a lot more to win the heart, mind and loyalty of your customer. You have to work hard to build trust with your customer, you have to work harder to nurture the win-win relationship, and your entire focus needs to be on making your customers and clients feel so important and special that they would not want to go anywhere else; then, and only then, will they go beyond just wanting your product or service to recommending and introducing you to others as well. Customer satisfaction and retention is the key to keeping and growing your organization or business. Customer service is not a choice in today’s highly competitive world, it is a necessity. It is a commitment to excellence every time you pick up that phone, try to sell your product or service, speak to the customer, or answer your customer’s questions or concerns. Customer service is how you present yourself in both formal and informal settings.