Your business will die if you refuse to step up your customer service game. The 2015 Global State of Multichannel Service Report published by Microsoft Parature noted that 97 percent of global consumers list customer service as a critical factor in deciding what brand to choose and stay loyal to. According to the same report, 62 percent of these consumers stopped doing business with a brand that delivered poor customer service. That says plenty, doesn't it? People simply pull out their phones, find the competition with better customer service, and buy from them. Most entrepreneurs want to have a record-setting customer service, but few are able to transfer this desire into practice. But beyond a lack of understanding of the customer, there is a lot of other customer service mistakes entrepreneurs make that harm their businesses. Here are the three core ones that are easy to fix, and bound to improve your customer's satisfaction.