One of the primary competitive advantages of small- to mid-sized businesses is their ability to provide a higher level of customer service. Without a mass market mentality, it's easier to be kinder to customers, focus on their needs more in-depth, and provide solid follow-up. Building rapport between employees and customers goes a long way toward earning return business. People like to feel important, like customer service professionals truly care about their concerns. Good listening skills, memorization skills, and generally good people skills go a long way towards making your business a place people want to return too.