Is GOOD Customer Service important?

Is GOOD Customer Service important?

"Customer Service" is a term that is thrown around quite a bit. But what does it really mean?

As we have transitioned from a manufacturing economy to a service/technology-based economy, Americans are looking for more and better service. What can help seperate you from the "other guy?" When the Total Quality Management (TQM) movement began in the 1980’s, customer service became the focal point of many organizations. And the public has been groomed since then to look for better customer service.

Some of the questions you should ask yourself, your manager, or the company owner are: How important is customer service to our company? How does our company define customer service? Who are our customers? Do we need our customers? What are our customers worth to us? (This post deals with the external customer, but the internal customer or employee are just as important and should not be forgotten).

Once these questions are answered, a correct problem diagnosis can be made, and a correct prescription can be developed and implemented!

A good friend of mine, Mr. Phil Terry is the CEO of Creative Good Inc. This company is dedicated to helping companies and organizations develop or improve the “good experience” customers receive. Phil and Creative Good founder and President, Mark Hurst have re-designed the customer service landscape. They believe that “service” isn’t the driving factor which determines whether or not a customer will return or refer another customer. They believe (and have proven) that customers should “experience” good things. Of course, good service is involved, but it is not the only point.

I touched on this a couple of months ago in my Blog entitled, “Are YOU the best at what YOU do?” I wrote about Thomas, the Sav-on Drug Store clerk. He doesn’t provide a service, he provides an experience! Customers know that when they go to HIS store, they will enjoy their time there, especially upon entering and checking out. Customers will not remember how fast the line moved, or how knowledgeable the stock clerk was. What they will remember is how they FELT while they were there.

Some key points to remember is that your customers maintain your existence! Without a customer, your business would not have anything to offer. So why not make it a great experience for them? We know that human beings are emotionally-centric creatures. We remember our feelings and act upon them. It is not rocket science, it is just plain ‘ol down home courtesy!

I have written about Starbuck’s before and how they aspire to be “the third place.” They do this because they want us, the customers, to FEEL GOOD! Starbuck’s does not rely on marketing or advertising campaigns. They built their brand on the way their customers FEEL while they are in their stores. Sure they have great products, but it is the atmosphere they create that makes people go back time and time again. They have friendly staff, comfortable furniture, nice music, terrific lighting, and great aromas throughout. The Starbuck’s stores grab all of your senses and keep you coming back because it is a nice experience and makes you FEEL good.

My challenge to you is to create an atmosphere that your clients will enjoy. Even if you are a consultant and travel to your customer’s location, you can find creative ways to increase their experience. If you can do that, you will increase the number of return customers and referrals, and enjoy your work much more.

Josh Brody is the President and CEO of Corporate Guidance Solutions, a consulting firm specializing in helping organizations and individuals realize their potential and enhance their performance.

**Disclaimer** This Blog is for informational purposes only! Corporate Guidance Solutions (CGS) or any CGS employee cannot be held responsible for any positive outcomes you may experience.