Customer service begins with your customer understanding. When you consider a business plan, marketing, and especially customer service, you can do or break your business. The customer service definition provides not only what your customers need but also what they want, even if they may not know it. You sell eyewear for a lifetime. The other day a man entered your shop to buy a new pair of glasses. He seemed to be a man of limited means to look at him. To tell you, there is a relatively large population of people with fixed incomes in our area. It is crucial as a retailer not to benefit your customers, not only because they may not return but also because it is not right. He was here, whatever, baseball cap, blue jeans, and some sort of scruffy beard. We didn't know just what he wanted, and we started talking about his needs and found that he had retired from his own company for a few years and had been serving on several councils in the area to keep him busy. Money wasn't his concern, and he wanted the best available quality.