How Much Does It Cost to Give Great Customer Service?

I recently wrote an article in Forbes about how to get customers to pay more. The focus, of course, was on customer service and experience.
Research has irrefutably proven that customers will pay more for a better experience. Research also has irrefutably proven that customers will leave you for your competition if you don’t give them the service they expect.
One of my Forbes readers, Daniel Rodriguez, sent in an interesting comment. He said, “What’s interesting is that better service is correlated to a higher willingness for the customer to pay, but that doesn’t mean that a business has to spend more on CS to get these results.”
This reminds me of something my good friend, Kim Tucci, used to say: “It doesn’t cost much more to go first class.” He wasn’t talking about upgrading a coach seat on a plane to a first-class seat. He was talking about how, in general, doing