As a small business owner, you can choose to ignore customer service only at your own peril. Customer service is an often ignored component of doing business that can have disastrous consequences. More often than not, small business owners have little staff to focus on customer service, and as a result, it gets relegated to the background.

Remember that your customer is the most important part of the business. The supply, logistics, marketing, and accounting infrastructure could all collapse tomorrow, but your business may still survive. But without customers, you will go nowhere. So take a moment to realize the importance of the customer. Once you know his value to your business, your attitude to customer service will change too.

Some of the biggest business success stories in the past few decades were built on strong customer service. The online retail giant, Amazon, prides itself on being "fanatical about customer service" - a trait that has given it a very loyal user base. At the same time, services like AT&T are suffering because of poor regard for their customers.

When it comes to customer service, personalization is very, very important. Why do you think people hate the automated messages used by most big companies? Every customer wants and demands a personalized experience. If you can, avoid sending out mass emails or letters. Make sure that you personalize it. Even a "Dear Mr. Smith" instead of "Dear Customer" can go a long way in registering your business in the customer's good books.

A personalized 'Thank You' message can work wonders. It not only shows that you took the care to create a personalized message, but also shows that you appreciate the customers' business. One of the tenets of customer service is to let them know that they are appreciated. Little gestures like this can go a long way in customer service.

Finally, never make the mistake of treating your customer with disdain, or give an impatient answer to any of their queries. Patience is key to keeping customers happy. Treat them with respect, appreciate their concerns and business, and let them know how much their support means to them, and you will have a thriving business.