Often, I bet. Every satisfied customer will become a walking advertisement for your business. The key to customer service is to make it EASY to deal with your company. Make it easy to get answers Put yourself in place of the customer when assessing your performance.
Little things make a difference.
Never, never argue with a customer. Even if the customer is wrong, try to turn the situation positive. For example, say the customer wants to return an item and your policy clearly states that the customer pays for shipping. Don't use a telephone answering machine or a voice mail system unless absolutely necessary. Customers like to talk to real people, not machines.