Royal Treatment The (sometimes) sad state of America's customer service.

There was a time when customers were considered important. Abusiness stood behind its products and services. The word"service" was linked with the word "smile." Notanymore!

How many times have you been disappointed with a company'scustomer service? Tried to return an item you bought andcouldn't? Spent weeks trying to correct a billing error on astatement while getting late charges added to your bill?

We asked people whether they believe customer service hasgenerally gotten better, worse or remained the same. Here are someof the responses:

• "Worse . . . it has gone downhill.I'm always surprised when I get good customerservice."

• "Businesses are unresponsive and out of touch withcustomer needs."

• "Too many businesses over-promise and under-deliver. Theyhire people who lack proper training and knowledge about theproducts and services they're offering, and it shows in theservice you get."

• "People are rude and short with you. They act as ifthey're doing you a favor just by being there. Some startarguments and cop an attitude with customers makingreturns."

In the long run, companies that are driven more by profits,price wars and victory over the competition than by providingexcellent customer service will lose out while others cash in.Indifferent attitudes toward customers and lack of accountabilityand responsiveness leave a void in the marketplace.

It's up to you, the homebased business owner, to fill thisvoid. You most likely rely on favorable word-of-mouth to attractand keep customers, so who better to recognize the importance ofgood customer relations and service? Frankly, you have moreincentive to keep customers satisfied and should therefore bebetter at it. Whereas big businesses are impersonal by naturebecause they're hierarchical entities, you are personal bynature because you're a person. Don't get disgusted withthe state of customer service--get tough. Set new standards ofexcellence by exceeding customers' expectations.

Debra Schacher, a marketing communications consultant, ispresident of Dare to Dream Marketing Services in Irvine,California, and chair of the National Home Office & BusinessOpportunities Association.