We can learn a lot about customer service from independent service providers. Whether they are small business owners, freelance contractors, or a department of one within a company, these people make their living off the service they provide. This posting is part one of a three part series where we’ll take a closer look at some successful examples to learn how service can make a difference when you are on your own.

A recent article in BusinessWeek described how store managers at McDonald's who engage both employees and customers can improve annual store revenues by nearly 10%. In 2005, Gallup released a study conducted over a broad range of indstries which found businesses that engaged both customers and employees increased their gross margins by an average of 26% over comparable organizations. Clearly, there are some very real dollars attached to the concept of "engagement".

Jim Collins, the Good to Great guru, wrote, "you can build a pocket of greatness without executive power, in the middle of an organization." He argues you can find ways to create a great team, department, or business unit regardless of your company's reputation, your boss's capabilities, or the resources at your disposal. Today's economic climate presents a perfect opportunity to stand out from the crowd and demonstrate your value.

There is a growing list of websites that are dedicated to allowing customers to share feedback and reviews with each other and even the companies they are rating. These sites can be a powerful tool for companies that are willing to listen and act on what they hear. The sites can also dramatically hurt businesses that aren't paying attention or are unwilling to take corrective action.

DHL announced last week it plans to pull out of the domestic express delivery business within the US. I haven't had much good to write about DHL (see my November 2 post), but this one takes the cake. A recent BusinessWeek article quotes John Mullen, CEO of DHL Express, as saying, "It's hard to see what could have been done that would have led to a different result."

Advertising often speaks to a companies more subjective qualities like customer service. They're paying for it, so they can generally say what they want. Even if they are the only ones that feel that way about themselves.

I've had an experience yesterday that illustrated how indifference and apathy towards customers can cause sales to walk out your door. If your company is doing awesome, then stop reading. Otherwise...