Organisations need to be extremely careful when selecting people who are going to be in contact with customers. BUSINESSES thrive on the goodwill of customers, but many businesses take customers for granted. Businesses can either do this intentionally or unknowingly. Yes, you can improve customer service in your business by training, but half the time this is often reactionary than proactive. The level of customer satisfaction in your organisation is directly related to the calibre of customer services personnel that you employ. Customer service orientation is taking an ever-increasing level of importance in today’s economy where survival is the ultimate goal. You can survive in business if your employees can serve your customers to their satisfaction.