Two Truths About Customer Service Early on at Amazon, Jeff Bezos internalized two truths about customer service: When a company makes a customer happy, she won't tell a friend or two; she'll tell many, many more. This is because positive experiences are more likely to be shared than negative ones. When a customer is happy with a product or service, they are more likely to tell their friends and family about it. This word-of-mouth marketing can be very powerful for businesses, as it can lead to new customers and increased sales. The best customer service is no customer service—because the best experience happens when the customer never has to ask for help at all. This means that businesses should strive to anticipate and prevent customer problems before they occur. This can be done by designing products and services that are easy to use and understand, providing clear instructions and documentation, and offering proactive support. When customers can solve their problems on their own, they are more likely to be satisfied with the experience.