This document discusses the importance of excellent customer service and provides tips for businesses. It states that excellent customer service means exceeding customer expectations before, during, and after a sale. It is important because most dissatisfied customers do not complain and instead stop doing business with a company. The document then provides best practices such as understanding customers, being caring, knowing the competition, effective communication, being competent, and reading customer body language and gestures. The overall message is that excellent customer service is crucial for business success and retention of existing customers.