It’s a title, a phase and a statement. Customer Service (CS) evokes a different image to us depending on our current conditions and environment. There are many angles and ways to address this important subject. However, as we approach customer service, the name itself should command our attention.
CS is a topic that receives a lot of attention at the corporate level. Many classes, webinars and training sessions are offered to employees tied directly to enhancing our customer interactions. Why? Why do we focus untold millions of hours and dollars to this intangible discipline?
I’d suggest that CS remains the single most important and memorable part of any human-business transaction. Whether in business, a phone call or a one-on-one visit, the interaction is critical to either a successful or a poor personal experience.
I once attended a large marketing conference in Louisville, Ky. The presenter for a particular segment shared a concept worth remembering: He started by saying: “The customer is always (pause…) then the audience commented “The customer is always right.” No, he replied “but the customer is always… The customer.”
We’ve all been to a restaurant only to be seemingly dissed, ignored or received slow service by the wait staff. This is a classic example of poor customer service. Actually, CS presents itself in all kinds of ways. Think about it this way. In business, you’re either on the serving or receiving end of CS through:
• Direct retail (in-store) activity
• Phone calls
• E-mail, texts
• Social media
• Human interaction
Here’s a great website regarding the ten commandments of CS by Susan Friedman:
https://www.thebalance.com/ten-commandments-of-great-customer-service
CS never goes out of style. In this area of social media, it may seem were like moving through life electronically. This reduction in human interaction further increases the importance of our communication when it’s a “live” one-to-one activity. I contend that our customer will often chose the service or company not necessarily because of price, size or even being viewed as the best. Many times, the purchase decision is based on the level of personal CS being offered. It’s about being present and recognizing that at this moment, the most important thing is the person we’re working with – right now.
If you’re really interested in the greatest competitive advantage available, focus on exemplary CS. It’s about doing the right thing – right now. We all know what happens when we experience poor CS. We generally tell several others. This multiplier effect is a killer for business. Alternatively, great service will also be shared with friends and associates. That positive referral or testimonial is great for business.
It’s been said that everyone is a salesperson. If true, it also follows that we’re all in the Customer Service business as well. The first contact someone new has with you creates a lasting impression – make it a great one.
