Why Small Businesses Have the Worst Customer Service — And How to Fix It

Most people assume big corporations deliver the worst customer service, endless call queues, scripted responses, and frustrating chatbots. But recently, best-selling author Michael Heppell challenged that perception, highlighting a harsh truth: some small businesses provide even worse customer service.

Yet, here’s the irony: the best small businesses rarely need marketing. Great customer service is their most powerful advertising.

The Customer Is the Hero - Not You

I recently commented on Michael’s post:

“I’ve invested heavily in customer service in my own business. It costs money, but the return is huge.”

Bad service isn’t accidental. It’s a leadership failure. Leaders often mistake their business as the hero, forgetting that the customer should always be central.

I learned this the hard way.

Leadership, Values, and Customer Experience

In my book, The Science of Business, I explain how leadership shapes company values, which in turn create a culture that directly influences customer service.

•   If your team doesn’t value your customers, ask yourself why.
•   If your staff seem indifferent, reflect on what messages they’re getting from leadership.
•   If poor service persists, have you made it clear what’s acceptable or unacceptable?

Bad service isn’t accidental. It’s always a reflection of leadership decisions.

Four Steps to Great Customer Service

My business runs on zero marketing spend and maintains a waiting list of eager clients. Here’s how we do it:

✅ Automate routine tasks: Our team spends more time delivering genuine advice and less chasing paperwork.

✅ Streamlined onboarding: Our automation systems handle document collection and compliance, meaning new clients experience seamless, friction-free onboarding.

✅ Empower employees: My staff can make decisions independently to solve issues swiftly, without waiting for permission.

✅ Solve problems quickly and decisively: We see client issues as opportunities to impress, not inconveniences to manage.

Great customer service is a leadership choice—not an accident.

Small Businesses Must Step Up

Michael Heppell was brave to call out small business customer service. He faced pushback, but he wasn’t wrong. Many small businesses need to recognise that customer service isn’t just a “nice-to-have”; it’s a strategic advantage.