A challenging economic climate, coupled with increasing local and off-shore competition in the surface finishing industry, is forcing businesses to pay closer attention to satisfying customers. The Golden Rule, "Do unto others as you would have them do unto you," may seem self evident in the way we try to conduct our personal lives. Yet, this axiom is assuming new importance as a guiding principle in business. The growing significance of meeting-or exceeding-customer demands for quality service has special implications for small businesses. It is in this arena that small companies can set themselves apart from competition. According to a recent three-year study by the National Federation of Independent Business, small businesses that put heavy emphasis on customer service were more likely to survive and succeed than competitors that emphasized advantages such as lower prices or type of product.
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