You’ve heard all the unhelpful disparities a hundred times. While some of them are true— owning and operating a small business indeed has its challenges—it’s time for some good news: Small businesses are at a unique advantage to know and serve customers. Experts at Forbes say customer service is the “real reason” small businesses can compete with anyone. The trick then, is growing and scaling without losing that ability to tangibly care for customers.

This guide describes why small businesses should prioritize customer service, lists observable indications that now is the best time for an expansion or upgrade, and most importantly, it provides a roadmap to customize and implement a change. You’ll see exactly how small business owners can (and should) execute a customer support strategy. First, though, a look at what’s at stake.