The Importance of Building Goodwill

Posted on: October 23rd, 2017 by Emily Novotny | No Comments

Fostering confidence with customers comes from providing great customer service. Maintaining positive and wholesome relationships with customers and employees comes from establishing trust.


“You can say that goodwill is an emotion that exists within us and when you create an emotional bond” with the people you work with, you build a business network based on trust and integrity. By building goodwill, you show them their value and what it means to you and your business.


“Goodwill is the one and only asset that competition cannot undersell or destroy.”

Marshall Field

(American Businessman, 1834- 1906)


As a valuable asset that shows unfaltering commitment and loyalty to your customers, gestures of goodwill build and strengthen relationships. CITY understands the importance of goodwill by


  • Maintaining the first impression – CITY works hard to always provide a quality service throughout the entire relationship. The superior service a customer receives in the new account onboarding process will be the same service they receive five, ten, even fifteen years later.
  • Building rapport with customers – Our team gives our customers the necessary personal attention with a customized account management program, managed inventory services, quick and accurate order fulfillment, and more. The route service representative will come to the job ready to deliver excellent customer service.
  • Participating in our local community – CITY understands the importance of education and provides scholarships, internships, apprenticeships, and work-studies for students to further their education and skills.
  • Honoring our customers and our business relationship – For example, in May of 2017, CITY took goodwill calling to the next level. Our service, sales, and marketing teams came together to host our very first goodwill cookout for Edwards Cast Stone Co. in Dubuque, IA.


“Goodwill… is important because it focuses on retaining current clientele,” Service Manager Ken Schnor said. “That means we build upon our current relationships and improve our service.”


Building goodwill builds value, value for the customer and the business as a whole. CITY strives for incredible relationships with customers, which is one of the reasons for our long-term success.


Check out our video about our goodwill visit at Edwards Cast Stone Co. in Dubuque, IA.


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