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Why a Positive Customer Service Experience Matters (Part 1)


For some businesses, customer service is just a department. To others it sets the tone for the rest of the company. We’ve all experienced great customer service as well as awful customer service. Great customer service starts when someone goes above and beyond and creates a memorable experience.

True customer service is more than saying “please” and “thank you”, but it starts there. If you don’t have the basics down, you can’t create a memorable experience. It means an unexpected and pleasurable event.

Recently, I lost my very old iPhone 3. The charging port was getting worn, and it was time to get a new one, but being without a phone is devastating. My contract is with AT&T, so they were my first stop. I looked at phones and was more confused than ever. What in the world should I buy? I talked with the salesperson, Avi, but still couldn’t make up my mind, so I decided to check with a few other carriers in town to see what was available. Phones are pretty much a commodity, but the customer service person makes the difference. Notice I didn’t say a sales person.

What’s there to sell? We don’t get sold anything anymore. By the time we go to the store, we pretty much know what we want. I asked all my friends about their phones. I stopped strangers in Best Buy and asked them about their phones, and I checked on line.

After visiting six stores and four days later, I was getting worn out. I decided to go back my original AT&T store on Central Avenue in Albany. I said to the salesman, Avi, “I just need some kind of phone while I’m deciding.” His statement, “Why didn’t you say that? I’ll get you a loaner phone while you look around!” I went home with a phone, and yesterday I went back and ordered my new phone from Avi. It’s hard not to buy from a guy who lends you a phone. Case closed.

Having a consistent customer service message is important for any company. You should know your products, what’s new, and if there’s a company policy that should be explained to your customer.

Should everyone have a script? There are certain touch points that are important to every company, and everyone should know what they are. The message needs to be consistent, but the delivery should be sent with your personality, unless of course, your offensive; in which case you’re in the wrong job.

Every time you miss one of these touch points you run the risk of losing a customer, so these points need to be identified. They are different for every company, but once identified, they should be part of ongoing training. So what are the points? Stay tuned.

Filed under: Business Practices

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