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Good Customer Service Has Nothing to Do With The Customer

CHICAGO - OCTOBER 31: United Airlines customer service representative Sue Orlandi, dressed as a vampire, helps customers while as they check-in for their flights at O'Hare Airport on Halloween October 31, 2005 in Chicago, Illinois. (Photo by Scott Olson/Getty Images)

As a business speaker I find myself in a lot of airplanes. Hurling through space at 33,000 feet I found myself thinking about how much customer service in the airline industry has changed in recent years. Politically incorrect “stewardesses” are now politically correct “flight attendants.” I guess it won’t be long before the pilot is a “horizontal thrust technician.”

Due to the increased cost of jet fuel, airlines began charging for bags — pillows and blankets, on some flights, are no longer perks. At one point you could buy adult beverages with credit or debit cards, now it’s cash only.

Airlines, in my opinion, are clearly defining the “new” meaning of customer service for business in the future. And they are not alone. Many businesses are taking “the customer” out of customer service.

I, like you, have attended many customer service seminars in my forty-year career. For the most part, all of these seminars came down to the same one or two take away points. One, “exceed the customers expectations.” And two, “the customer is always right.” Well, today I want to dispel both those myths. My contention is that in today’s marketing environment the customer has little to do with the delivery of good customer service. And, believe it or not, that’s a good thing. Here’s why.

What exactly is “Good Customer Service?”

Before advancing my theory, we need to first clearly define customer service. I believe there are two extremes. First, delivering service so bad that you would soon be out of business, and two, delivering service so good that the cost of delivering that service would not be economically possible. Limo rides to your store? Free plane tickets for out of town shoppers? Good service yes, but not economically feasible. So here is my definition of good customer service. “It’s the best service you can deliver, day in and day out, and still be profitable.” I can’t get a steak at McDonald’s.

The “New Customer Service.”

Next, let’s look at how my theory works in today’s world using the airlines as an example. When airports started “frisking” people and using full body scanners it was all over the news and in a lot of their advertising. Not the airlines fault, “the devil (government) made us do it.” When they started a separate charge for bags we were also informed about that both on news and in airline marketing and promotional ads.

So my question is this, “Are the airlines exceeding my expectations with body scanning, extra charges for luggage, no meals, stale peanuts, and additional charges for pillows and blankets?” If I, the customer, who is always right, still desire those things, isn’t that the absolute definition of lousy service? The short answer is no.

Customer Service Re-Defined

The airlines could continue all the old services but what would be the end result? Lower profit margins, fewer stockholders, coupled with an increased employee cost and flight expense to serve the same numbers of passengers. So what did the airlines do in order to meet my re-defined customer service definition, which is to provide the best service they can deliver, day in and day out, and still be profitable?

It’s very simple. Instead of trying to meet an “undefined” level of customer expectations they simply prepared us, through news releases and advertising, what level of service to expect. And then they met that level of service. Yes, there are times when higher levels of service are required when mistakes are made — like losing my luggage. However, more and more businesses are discovering that preparing the customer, in advance of dealing with you, what level of service to expect, will result in a happier more satisfied customer.

Does Wal-Mart have trained sales associates in each department? Why not? Wouldn’t that improve service? Yes it would. But it would also violate their low-price business model. Does Nordstrom’s have sales associates in each department? Yes they do. Will a shirt cost a little more at Nordstrom’s than at Wal-Mart? Or course, but I don’t go into Wal-Mart with the expectation that I’m going to get Nordstrom’s level of service or quality.

A Happy Customer is the Bottom Line

We all want happy satisfied customers leaving our stores. What is the definition of a happy customer? I came, I saw value, I saw my price point, I bought with no hassles, I’m happy, and I will tell my friends about the service I received.  Are your customers prepared for a positive shopping experience when they are ready to do business with you?

If your customer defines the level of service they are expecting, and you don’t deliver, then you’ll almost always have an unhappy customer. And that unhappy customer will have no problem telling others all about you. If you define the level of service that you are prepared to deliver, in your marketing and advertising messages, and you meet that level o!f service, you’ll have a much better chance of creating a long lasting, profitable relationship. Tell em’ what you’re going to do — then DO IT!

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