Mind Your Business

Service has become one of the most important offerings of any business. It's what often helps buyers decide between two companies with similarly priced products. So let your customers know that their feedback is important to you.

"Actively solicit their opinions through surveys and other devices," recommends Eric Mosher, director of Publications Services at the University of Washington (UW), in Seattle. Before making changes, he advises, involve significant clients in pilot tests and utilize their feedback.