Customer Service Mis-perceptions

As competition grows, consumers have more choices. This results in more and more jobs having a "customer service" element to them where it was not perceived before. For example, a car mechanic needs to be aware of not just what the car needs but also what the car owner expects - otherwise the customers will simply go elsewhere. Below are some of the most popular customer service axioms, and an explanation as to why they are completely wrong:

• Treat customers how you would like to be treated. False. Instead, treat them how they want to be treated.

This popular phrase is at least a good starting ground, but it is not exactly correct. In a homogeneous society it is reasonable to assume that everyone has similar tastes, wants, and expectations. But we are far from a homogeneous society. As we continue to embrace diversity and expand international business, we must acknowledge that these differences exert themselves in many ways. For example, did you know that the number of continents is socially dependent?

What does this mean in a customer service context? Ask questions, explain your position, then present options and allow the customer to make the final choice.

• The customer is always right. No, but they are always the customer - yours or someone else's.

One of my least favorite customer service signs is the one that says, "Rule #1: The Customer is always right. Rule #2: If the customer is wrong, see Rule #1." As mentioned above, customers have more choices these days. But that does not mean that you sacrifice your business to gain theirs. If a customer has had a poor experience then you should absolutely work to make it better. But if a customer is not happy with your offerings in the normal course of business you may find it better to say, "Mr. Customer, the service you are looking for is not a service we provide."

I am reminded of a letter to Southwest Airlines' (then) CEO Herb Kelleher. In the letter the customer had a laundry list of complaints regarding Southwest Airlines in comparison to other airlines. Finally, she closed with, "I will never fly Southwest again." I wish I could find a copy of the letter to share it with you; most of her complaints were shallow at best, and some, like the lack of pre-assigned seating, were about services that Southwest Airlines simply does not provide. Rather than a several page response explaining Southwest's position for each of the complaints along with a ticket for a free flight (which clearly she was fishing for), Herb's response was simply, "Dear Ms. Customer, We are very sorry to lose your business." Elegant! If, as she indicates, Southwest Airlines was so inferior, then nothing they could do or give this customer would ever satisfy her. Yet if they set a precedent by providing her a free flight once they would likely continue to do this forever more for her and many, many more like her (especially as word gets out). Let me reiterate, if a customer has had a poor experience and your organization is responsible then you should absolutely work to make it better (a corporate 3 Sorrys). But if you can verify that your organization provided exactly what was promised and you still have not satisfied the customer, then maybe letting them go to your competitor is the best thing you can do for the customer and your organization.

And that brings me to handling complaints in the Customer Service department after the alleged poor experience. First of all, you must know what your company is offering, and whenever possible experience it from a customer's point of view. Second, when handling a customer complaint try to also get the operations department's point of view regarding the specific incident. Finally, address the complaint separate from any goodwill gesture, and keep it reasonable. For example, if a customer at your movie theater writes complaining that the crowd in the theater was unruly and there were no ushers around to keep order you may choose to send them a pair of tickets along with some concession coupons. (You have already determined that operations was short-handed because two ushers called out sick.) In your response to the customer make sure you emphasize the tickets are to replace the tickets spent on the poor experience, but the concession coupons are a goodwill gesture to show that you are sincerely sorry.

If this resolution is not satisfactory to the customer than solicit their input. Often they know exactly what they want, and if reasonable should be obliged (a refund instead, for example). However, if the customer's expectations are unreasonable then let them know. And don't worry about the incident escalating. One of the most powerful phrases great organizations give to their Customer Service department is, "Mr. Customer, regarding this incident I have been empowered to have the final say." And if the customer should get the attention of a company executive the customer should be directed back to the Customer Service department.

• Sales and Customer Service are opposites. In fact, the best customer service is a good sales job.

To clarify, a good sales job is where the sales representative asks questions, identifies needs and wants, and custom tailors an offer to meet those wants and needs at an agreed-upon price. Great sales organizations do not forgoe long term relationships for short term gains. They don't lie, don't cheat, & don't steal. They provide all of the information needed for a customer to make an informed choice (full disclosure) and they allow the customer make a decision for themselves. And that is the best service you can provide.

Edit 9/3: update link to 3 Sorrys

Edit 9/5: update link to The Number of Continents is Socially Dependent