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While most companies handle customer service as more of an afterthought, as opposed to finding out what some of those best practices are as it pertains to customer service, there are some very successful examples of brands who have made establishing relationships with consumers a top priority from day one. So why does customer service matter? One reason customer service matters is because consumers want accountability from brands--they want attention, feedback, and resolution. It’s not just about being nice anymore; being nice doesn’t cut it when your competition isn’t just down the street but rather across the globe.