The art of customer service

In a competitive world, your fate is determined by the quality of service to customers. Customers are savvy, ambitious, and getting more evaluative of market offers than they were ever before. In this competitive scenario, differentiation through service has been of immense importance. Everybody is joining this rat race of providing service with pitfalls of offering “just the service” as warranted by the situation. How about the smart ones that stay ahead of this service competition? They do three more things than just maintaining status quo.

First, they tend to promise low and deliver high (under-promise and over-deliver). A few months back, I went to a cell phone service provider’s service center to drop a defective phone for repair under warranty conditions. They promised to give it back in five working days, however, much to my surprise, they lent me a similar phone for use during those days completely free of rent. The whole experience was overwhelming.

Second, in delivering more than what has been promised, they show an empathetic attitude in solving customers’ problem. Putting yourself in customers’ shoes is a great skill that often needs to be honed towards perfection. Combining point one and two, the outcome would be an “unforgettable experience of solution”, rather than just the status quo service.

Third, often overlooked, customer satisfaction through superior service will sustain only when service personnel in the organization are served well by the organization! That means, just like service personnel treat customers with great care, organizations in turn must take similar care of its employees. Only happy employees can make a customer happy.

It seems that, these secrets of service excellence are well known for ages, if not for centuries. All we need is to practice more and implement service excellence in reality.


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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One Response to The art of customer service

  1. Najmun says:

    This is truly a “thinking out of the box” perspective. While underscoring and reminding us to never lose sight of, not for a moment, the inevitability of the customer’s prerogative, at the same time no one can afford the oversight that also evinces the oft-forgotten importance of the “internal” customer. As a guard against dysfunctional behavior or even cognitive dissonance, this is a reaffirmation that goal congruence of the employee can be achieved with delivering according to the promise made to the employees. The line of causation connecting the customer satisfaction with employee satisfaction can also be the solution for high employee productivity, low attrition rate and when carefully devised, maximising return on investments. Thanks for the new perspective—would like to invite the opinion of others, too!!

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