Every once in awhile, a specific theme gets brought up multiple times in the course of just a few days. Usually, after about the third time that this happens, I shift from thinking it might be a coincidence to knowing it’s something I should be paying closer attention to.
Here’s the concept that has come up three times in the past few days:
The return of old-fashioned customer service.
Absence makes the heart grow fonder. That seems to be especially true when it comes to customer service. As excellent customer service has become more and more elusive, organizations who deliver it consistently have become more and more attractive.
There was a time when almost every organization included their customer service in the list of qualities that differentiated them from their competitors. The problem with making that claim was this: If you claimed it, you had to live up to it. Actions speak louder than words, and customers can quickly tell if your customer service matters to you as much as you say it does.
So what does great customer service look like, or even more important, what does it feel like? It is different for every organization, but the basics remain the same:
Be Consistently Reliable – Honor your customer’s deadlines like they’re your own. Never make a promise you can’t keep. Do what you say you’re going to do. Treat your smaller customers the same as you treat your larger ones. Over deliver.
Do Something Unexpected – Send a handwritten note. Deliver some cookies. Provide some free service or advice. Be intentional about creating referrals and connections. Pick up the phone to simply check-in and say hello.
Practice Empathy – Step into your client’s shoes. Work to understand their needs and struggles, and how you can be the resource that helps them. Let them know you care, and that your relationship is more than just transactional. Help them feel heard, and share a smile in the process. Be nice.
A brand who understands this and lives it daily is the retailer Von Maur. Their customer service is untouchable. When their staff asks if they can help me, I can tell they genuinely want to help. When they ask how my day is going, they’re actually interested. I have short legs – they hem my jeans for me at no charge. They take care of wrapping the gifts I buy for free as well, removing the pressure of finding the right wrapping paper, tying the perfect bow, and folding crisp corners.
Because their customer service is so good, and I feel so taken care of, I have no reason to shop anywhere else. It’s not because I have a lack of options. There are tons of retailers like Von Maur. Some have more selection. Some have better prices. Some are more conveniently located. None can compete on service.
In a “do more with less” world where we are pulled in so many directions and busy is the norm, customer service can slowly begin to fade. It can be a slippery slope once that starts. It’s our job in each of our organizations to make sure it doesn’t slip. There’s no rocket science behind delivering excellent service, but it does take work. Is it old-fashioned? Maybe. But maybe old-fashioned is what we need right now. And maybe your old-fashioned customer service is the greatest advantage your business has today.
The Takeaway
Get serious about your customer service. Pick one small thing to do this week to go above and beyond in changing your customer’s experience.