Customer service is a buzzword we hear a lot about in the business world – and for good reason. The decision to patronize a business is often tied directly to the customer's personal experience and what they hear from others.

Creating good, personalized customer experiences is more important than ever, especially in today's wired world. With the means to spread information so rapidly, one person's experience can paint an indelible impression of your brand – positive or negative. Facebook, Twitter, blogs, online rating systems, and customer comments – all of these forums have broadened the reach of word-of-mouth feedback.

Every employee in your organization – particularly front-line employees – must understand that when they are interacting with a customer, supplier or any third party for that matter, they are communicating your brand to the world. Think about it in your own life – a friend who relates a negative experience with a restaurant or repairman may simply be looking for an outlet to vent, but you may decide to avoid that restaurant or look for another repairman. If your friend decides to Tweet about it, the damage may resonate well beyond you.

But rather than dwell on the negative, think about the opportunity you and your employees have to leave lasting impressions with memorable service – service that transcends a simple transaction and becomes very personalized. Recently, a Chamber staff member ordered flowers for her grandmother's 102nd birthday from a local small town florist. During the conversation, the florist advised her what type of flowers her grandmother had already received, what she thought would work best in her grandmother's limited space, and even knew the time of day that would be best for her grandmother to receive the delivery. As the florist said, "I don't want to just sell flowers; I want people to enjoy the flowers that I sell."

The knowledge of this type of detailed customer information might be more typical in a small town, but it is a good example of striving to provide an individualized customer experience – knowing your customer, keeping track of customer-oriented information, and being an asset in helping your customer make the best decision for them.

What can you do to elevate a customer's experience and turn one transactional sale into a memorable customer experience? What are your tools of the trade for creating great customer relationships? How do you motivate your employees to deliver the best service possible? Share your success stories.

Kristin