Some say customer service has gone the way of the do-do bird. For many it’s a lost concept, something that’s been buried over time in favor of the bottom line. But it says it all right there in the title: customer service. And yes, it means serving the customer, but it should mean so much more than that. As the leader of your company, you may have your neck on the line when it comes to cold hard profits. After all, you have a boss to answer to and he has a boss to answer to, and so on. Healthy positive earnings are rewarded, not necessarily the customer experience.
While you may have a fancy website, chat features, or even a robust e-commerce store, there’s so much more sandwiched in between the lines when it comes to truly understanding what “customer service” means. No, it hasn’t gone extinct, but it may be on the endangered species list. Something’s missing — that extra service with a smile, offering convenience to clients, going the extra mile to ensure someone is happy with their experience. That’s where so many companies fall short these days. It’s time to bring back the art of customer service.
At the Heart of It
You can have the most streamlined services in the world, or the best product. You can have the best CEOs in charge of your company, or top of the line leadership teams converging in the conference room once a day to come up with innovative ideas. But customer service doesn’t happen in the boardroom or on a memo. It happens out there, with the people who are buying into your products and services. Customer service is more than just a phone number, more than specials and coupons. At the heart of customer service? People who care about the end result. Period. Who’s there to pick up the phone? Who’s there to solve a problem? Are there live people your clients and customers can speak to about an issue or do they get bounced around a virtual black hole until they’re finally dumped off to someone who doesn’t necessarily know how to help?
Think about the quality of customer service in your personal life. Feeling valued is what makes people connect with a company. If you can’t achieve that, you won’t see repeat customers. Before you go thinking that a healthy bottom line means you automatically have great customer service, think again. Some of the wealthiest companies in the world have sub-par customer service, but this doesn’t necessarily make them great from a customer perspective.
A Simple Principle
It’s a simple principle: happy people come back to you, while unhappy people go elsewhere. Worse than that, they tell anyone who will listen about their awful experience. In fact, the Houston Chronicle says those who have bad customer service experiences tell between nine and 20 people, while people who have a good experience only tell between two and three people. Can you afford those kinds of repercussions?
Do one thing and do it right: make the customer feel they matter. That’s half the battle. Following through on that is also important, but that’s a story for another day.