Field Marks of Good Customer Service

Last week, I had a very interesting customer service experience. Being on the customer side of this equation got me to thinking: What does great customer service look like? Here are a few field marks.

You know what successful resolution looks like before you start talking to your customer. For practically any business, the vision of success ought to include that your customer leaves feeling better about your company than before the whole thing started and that they know you really mean it when you say you care.

The customer is heard and understood. First. I’m not one of these folks who thinks the customer is always right. Frequently, that ain’t so. But from the customer’s perspective, it’s their story that carries the most weight. If you are going to talk to your customer, the very first thing to do is shut up and listen. Period. And when your customer has told you what he or she has to say, review what was said until you both agree that you, the business side, understands what the customer said. Do not go any farther until you’ve successfully passed this step.

Apologies are sincere. Saying the right thing only has meaning if there is a ring of authenticity. Profuse apologies, when less than sincere, are worthless.

Your explanations are simple. It can be tempting to want the customer to understand, really understand, your perspective. Remember that in the end, the customer doesn’t care why it happened, they only want it fixed. If you explain anything at all, keep it short and concise, a couple of sentences at most. Elaborate only on request from the customer.

You're ready to set things right and make sure that your customer can say “Wow! That was great customer service.”  Whatever you give or do to make the situation right again should be of real and meaningful value, not some token discount or some worthless something. And while we’re on that subject, throw in some lagniappe, too. And follow up–get back in touch a week or so later and check on how things are going.

On the flip side, here’s what good customer service doesn’t look like:

• An ambush. Make sure that the customer knows that if now isn’t a good time, you respect them enough to make an appointment.
• Being called on the carpet. Do not, repeat do not, make your customer feel like he or she is being ganged up on or being made to be wrong.
• Intimidation. Bad, bad customer service! No! Bad!
• Being blown off. If you really don’t care, don’t bother.
• Thinking it’s about you. The conversation is about the customer and the focus should remain on customer. Long drawn-out explanations sound like excuses and communicate that you’re more interested in talking than listening.
• Failing to follow up. If you say you care and your customer never hears from you again, do you really care? How would they know?

I know it’s tough when somebody’s yelling or really upset. You’ve got to be patient and kind. This is not the time to take things personally. It’s not about you; it’s about your customer, the life blood of your business. If you keep that fact firmly in mind, you’ll do fine.