By Rieva Lesonsky

There’s a pervasive myth about customer service that, if you believe it, could have devastating consequences for your small business. It’s one you’ve probably heard dozens, if not hundreds, of times over the life of your business. The myth goes something like this: “Customer service is the most important thing your business can do”, or “Customer service is the one area where your business can distinguish itself from the big guys”, or “Customer service matters more than anything else.”