NO business can exist without customers.

That's why the Customer Service category of the Echo-backed South Coast Business Awards is so important.

The award, sponsored by Winchester Motor Company Skoda, recognises companies with a genuine and innovative focus on customer service and care.

Entrants will be judged on customer service objectives and strategy, business performance, customer care, staff development plans and how this has driven business growth.

Last year's winner was Southsea bridal boutique Creatiques, which scooped the award in their 25th anniversary year.

Co-owned by industry professionals Andrew and Robert Pearce, the shop stocks around 160 bridal gowns and has recently converted its basement into a Bridesmaid Suite with a choice of 90 dresses.

The boutique's assistant manager Kayleigh Middleton said winning the award had helped them attract new business.

"Brides are looking for confirmation of a shop's qualities and awards like these help do that," she said.

Kayleigh said the Creatiques' success was founded on providing a one-to-one service to the bride.

"When a customer comes they have the fitting room to themselves – it's a very personal service," she said.

Award sponsors Winchester Motor Company is the main Skoda retailer for the Winchester, Southampton and Basingstoke area.

Mark Mills-Goodlet, managing director, said: "We are a family-run business and we pride ourselves on customer satisfaction and value for money. In 2008 we won the Skoda retailer of the year award and have been shortlisted six out of the nine years since because of our high level of performance and customer satisfaction.

“Winchester Skoda is proud to be a partner of the South Coast Business Awards for the second year in the category of Customer Service Award. In the ever changing world of business, customer satisfaction is key for long term success and profitability of any company and we are looking for businesses to demonstrate that Customer Service is their key priority.”

Watch out for previews of other awards categories over the next few days.

The closing date for entries is April 19. The winners will be announced at the Hilton at the Ageas Bowl on July 6.

Details of buying tickets for the awards night plus all the entry information is available at dailyecho.co.uk/scba.