The following quote comes from Seth Godin´s blog. Seth is one of the leading practical marketing writers out there. His books are fun to read, and they´re laced with unusual but essential marketing insights.
"All businesses are service business and experience is the product…"
You may think that your business is about product, but that´s not the whole picture. If you sell kitchen crafts, for example, your product is important, but so is your knowledge about where to get the best deals on the sourcing end, what kinds of products are popular and what kinds of keywords to use in your listings. The way you ship, package and follow through play an important role in your success, too. All these intangibles end up supporting your customer service efforts.
Over time, experience shows you how to how to improve on all aspects of product, promotion and service. This experience becomes the most valuable attribute of your business to your customers — especially the long-term customers that come back and buy repeatedly (and tell their friends and so on).
Twelve years ago, when I started my consulting business, I had to choose a name for my company. I chose Synapse Services Co. because I was convinced that "service" would be the root of everything I did. I´ve sold various tangible and intangible products over the years, but I´ve always considered the service angle most important.
Ideas, or "synapse services," are at the root of everything I do. I basically sell ideas that are printed on blogs, in books, in brochures, or on T-shirts and plaques. The name is a bit obscure, but it´s done the job so far. "Experience" is the product, of course.