No not a business approach alone. There is a whole philosophy from my perspective. The business approach is results driven based on product or service rendered.
This is more how do you treat those who wish to visit your establishment/organization.
For example, Indian Motorcycles sent my son an official Motorcycle Riders Club pin that he will wear on his Cub Scout Uniform. These people spent a few cents and in return have all garnered my desire to help them in their venture. I already bought the bike I am not gong to buy another for a good long time and if I do it has nothing to do with the pin my son will wear.
I have to agree with you, Connery. Customer service really begins AFTER The sale. I was in car biz years ago and when I sold them the car I would wash their license plate. It was a new car. Why put a dirty license plate on their new car? It is the small things. A call the next day. How was the drive home? Do you have any questions about buttons, switches, etc? Anything they didn't know how to work? Do you need help to set up your garage door opener? All the things they may not have thought of.. will make them tell others about you. You'll have a customer for life. They are the people who build your clientele and your business. I would also send them business from my networking clubs and invite them as speakers if they owned a business or were in sales. I got referrals from these people too.
My boss appreciated my efforts but began to side with the managers against customers which grieved me because I knew these complaints were valid.
Later he found out those same managers were stealing from him. He learned the hard way although I do not see his business has rebounded from the damage they did to his reputation. I left in the midst of it. ( one of the managers keyed the paint on my cust. car because it was my sale and he was jealous of me. He did that to my customer! She told me she knew he did it even though she couldn't prove it. I felt he did it but didn't let her know that. So I was late getting that delivery and sale finished. It had to be fixed. )
* Good customer service
The key is what do your customers remember about their experience? The memory of the experience far outlasts everything else.