Customer service is simple; it's nothing more than one person doing something for one other person. The customer might be a home buyer, an associate, or another employee. The service provider might be the receptionist, a warranty technician, a superintendent, or the company owner. The service might be answering the phone or a question, filling out a form, building a home, or providing a repair.

Customer reactions to hundreds of such interactions comprise your company's reputation for quality and service. Your goal, of course, is to have a good reputation and reap the benefits.

Referrals are a powerful indication of and reward for customer satisfaction. Besides generating sales, high referral rates help keep marketing costs under control. Your reputation affects the ease with which you conduct business. From purchasing land to arranging financing, reputation influences the cooperation you receive from the business community. Talented people naturally want to work for companies they can be proud of and where their efforts are respected. Your company's reputation affects employee recruitment as well as negotiations with vendors and trades. Ultimately, a builder's good reputation can benefit his buyers by increasing the value of their homes. Do your homeowners mention your company name in newspaper ads when they sell their homes?

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