Service

Good customer service is the fine art of not rubbing in the fact that any single transaction is, in fact, unimportant to your business. We all know that, especially for large corporations, that if you take your business elsewhere, unless you can get a very large number of people to do the same, no one will ever notice. There's no real way that any one transaction with a single private citizen can be important.

Its the companies that allow you to forget that, that are the ones you enjoy doing business with.