Whether you are just getting ready to start a small business or you find that you are picking up steam and the orders are coming in, you'll find that with a little bit effort, you can easily top bigger businesses in the realm of customer service.

When you think about it, it becomes obvious that bigger businesses can simply not match the personal service that you can offer. It can be easy, however, to fall into the patterns that they have set; after all, the reason those patterns exist is because they are easy! If you are interested in providing customer service that is out of this world, you can see your goals accomplished and more just by remembering a few basic rules.

1. Never duck your customer.

You will not retain anyone as customer for long if you avoid speaking with them. This will only irk your customer; and you can bet he or she will be looking for someone else who provides the same product or service as you. Make sure to not let phone tag get out of hand - try to make a point of being around when a customer will call. There are few better ways to build customer loyalty than to be available to them.

2. Be honest about your mistakes.

As opposed to a large company, a small company can explain why a problem has occurred and has the flexibility to get it fixed quickly. Compare this to a behemoth of a company where any problem must go through as many as a dozen offices, often leading customers to simply give up in disgust. Be honest with your customers; they will most likely appreciate it.

3. Care about feedback

Even if a customer has had a negative experience with your company, try to get their input on your product or service, and the company as a whole. Even an angry person telling you things you'd rather not hear may have something to say which can help you improve things from then on. With a bit of diplomacy, you may even be able to talk down an enraged customer, particularly if they feel they are being listened to.

4. Know that your customers are more than just the money they pay you.

As a small business, you have the luxury of treating your customer as a human being, not just as a number. This is something that is all but impossible for large companies, so make sure you capitalize on it. Whether it means that you send them e-holiday cards or you simply remember their name and ask them how it's going when you contact them on the phone, you'll find that by treating them as other humans rather than as numbers, you'll get a lot of repeat business.

When you are a small business, customer service is not something that you can afford to be casual about. Make a real effort and you'll find that you'll be rewarded with customer recommendations, customer loyalty and significantly more pleasant working environment.