I will make this short and sweet, but to get right at the heart of it-does customer service really exist anymore? And if it does, what form should it take, and should the level of service you get depend on how much you spend?

I take into consideration two examples, both of which I’ve been meaning to write about forever. The first, the terrible treatment a close friend of mine received when he bought a very nice motorcycle from a very big motorcycle company, and then got attitude every time he tried to deal with the retailer. Big expense, very little customer service. Second example, when I buy my morning coffee at the local Tim’s. Small expense, but every time, the lady asks me: “do you want extra creams? It’s very hot. Would you like a napkin?” Superior customer service.

Looking at what it is in its very basic form, customer service is a way to bring people back. But I feel as though customer service should also match a company’s brand promises. If a company promises superior service in its advertising and public material, shouldn’t the service offered by employees match the brand?

I’ve worked in customer service, written about brand, and been on both sides of the fence in all ways possible. But as the holiday season roars on, and the malls are crowded and people bark their way through the season-how important is customer service to you? Does dismal service deter you from returning to a retailer?