Customer service should reinforce the true purpose of business. Yet, we know from the overseas call centers to the rude customer service people that many if not most businesses are truly clueless about the purpose of business. This lack of knowledge is dramatically affecting their bottom line.

Pick up any business book and read another business expert talk about the purpose of business in long flowing statements that actually confuse the reader instead of creating clarity. Peter Drucker said it best and succinctly: Purpose of business is to attract and maintain customers.

Four words sum up the purpose of business: Attract and Maintain Customers.

For me, I have rendered the purpose of business down to three words: . Others might reduce this to just two words: Customer Loyalty. However you wordsmith this purpose ignoring it will doom both the delivery of exceptional customer service as well as the goal to increase sales.

Now envision for moment a business that embraces this purpose and how this translates within the customers' experiences. Each and every action is directed to developing and nurturing loyal customers. Existing customers have incredible more value than new ones or prospects.

The goal imprinted in everyone's mind is to get this patron to return, buy more and tell everyone they know. For example, the regular weekday morning breakfast customer who spends just $5.00 on the breakfast special is recognized not for being just a $5.00 customer, but instead being a $12,500 customer. (5 times a week at $5.00 over the course of 50 weeks for 10 years). When he or she does not show up and take their business elsewhere, the business owner knows a negative hit of $12,500 just happened.

Knowing the purpose of business can build loyal customers. The only challenge is making sure that everyone in your organizations knows the purpose and has the ability by their positions to actualize that goal to build customer loyalty.