The teller at a bank sharply reprimanded a customer because he had neither filled out a deposit slip nor put his loose change in the special little rolls of specified amounts.
“When you’ve done this properly, I’ll be glad to accept your deposit,” said the teller curtly.
The man followed the instructions and returned to the deposit window where the teller half apologized.
“Oh, that’s all right,” said the man graciously. “I have a houseful of teenagers, so I’m used to being spoken to as if I don’t do anything right.”
Customer service is a cornerstone of any successful business. It goes beyond just addressing customer complaints or inquiries; it is about creating a positive experience that fosters loyalty and trust.
More than 100 years ago, Leon Leonwood Bean started his business in Freeport, Maine, based on this simple customer service premise: “Sell good merchandise at a reasonable profit; treat your customers like human beings, and they’ll always come back for more.”
L.L. Bean sells a variety of outdoor apparel, sporting goods and camping equipment. Every item is unconditionally guaranteed. Their customer service philosophy has a simple application. If a customer is unsatisfied, he or she may return any item at any time for any reason.
Another legendary company and its founder, Ray Kroc of McDonald’s, instituted service as a primary value. His management influence remains at the heart of McDonald’s day-to-day operation. McDonald’s has 10 commandments for customer treatment:
- The Customer is the most important person in our business.
- The Customer is not dependent on us – we are dependent on the Customer.
- The Customer is not an interruption of our work, but the purpose of it.
- The Customer does us an honor when calling on us. We are not doing the Customer a favor by serving him/her.
- The Customer is part of our business, not an outsider. The Customer is our guest.
- The Customer is not a cold statistic, but flesh and blood: a human with feelings and emotions like our own.
- The Customer is not someone to argue with or match wits with.
- The Customer is one who brings us his/her wants. Our job is to fill them.
- The Customer is deserving of the most courteous and attentive treatment we can provide.
- The Customer has the right to expect an employee to present a neat, clean appearance.
From a general business perspective, here’s why customer service is crucial:
Builds customer loyalty. Exceptional customer service can turn one-time buyers into repeat customers. When customers feel valued and appreciated, they’re more likely to return and recommend the business to others.
Enhances brand reputation. Word of mouth is powerful. Positive customer service experiences can lead to glowing reviews and referrals, while negative experiences can quickly tarnish a brand’s reputation. A strong reputation for customer service can differentiate a company from its competitors.
Increases revenue. Happy customers are more likely to spend more. They may also be willing to pay a premium for products or services from a company known for excellent customer service. Additionally, retaining existing customers is often more cost-effective than acquiring new ones.
Provides valuable feedback. Customer interactions offer insights into what is working well and what needs improvement. This feedback can drive innovation and help businesses tailor their offerings to better meet customer needs.
Reduces churn. By addressing issues promptly and effectively, businesses can prevent customer churn. Resolving problems quickly can turn a potentially negative experience into a positive one, reinforcing customer satisfaction.
Builds employee morale. A company culture that prioritizes customer service often translates into higher employee morale. Employees who see the impact of their work on customer satisfaction are more engaged and motivated.
Supports long-term growth. Consistent, high-quality customer service contributes to sustainable business growth. As customer expectations evolve, businesses that prioritize service are better positioned to adapt and thrive.
Regardless of your title or position, you must always approach your work with the understanding that customer service is your primary job. No business runs without customers. Instead of telling your customers what you cannot do, tell them what you can do for them. A positive approach is more effective, and in the end, is more likely to yield positive results. And positive results translate to a positive bottom line. Keeping your customers satisfied is how you stay in business.
Mackay’s Moral: In business, the customer is king (or queen.) Treat them royally, and they will reward you with loyalty.
