Trade show customer service is no different than your ongoing customer service commitment – the only real distinction is that your entire company is now onstage and under a magnifying glass for the next 48-72 hours.

Why is customer service so important to a successful business? Customers have more options than ever before-and feel less loyalty. They want products and services fast, cheap, quick-from whoever will provide them. That means that the competitive advantage is now in your ability to KEEP customers and build repeat business. And the email mindset makes it even easier for customers to spread out their dissatisfaction. Make Bob in Billings angry and chances are you’ve got a nasty rumor going around to ten of his colleagues that you’re a terrible firm to do business with.

Good customer service is no longer enough. It has to be superior, WOW, unexpected service. In a nutshell, it means doing what you say you will, when you say you will, how you say you will, at the price you promised-plus a little extra tossed in to say “I appreciate your business.”

Finding ways to exceed the customers’ expectations is the key. Read or listen to testimonials from satisfied customers and 9 times out of 10 they are talking about the service, not the product. “I received the order two weeks before my due-date.” “I was so impressed with the return policy.”

Just put your money, time, and commitment where your mouth is. That’s often the difficulty. Everybody believes in good service–in theory. The real difference develops when people actually commit to carry out their intentions. Your business would not exist without customers. And if you have customers, you have to have customer service. Everybody talks about the importance of good customer service, but few seem to follow through on it. Good customer service is no longer enough; follow through and consistency are key.