I believe more than ever that customer service is merely a choice.
It's a choice to provide - or NOT to provide - good customer service. And I can tell you that poor customer service will ruin a perfectly good business, product, or service. Now that I think on it, there is no such thing as poor customer service. If it is defined as "poor" - it isn't service...
My spouse has been ill over the holiday season, dating back to Thanksgiving. For personal reasons, I won't share the nature of her illness. [But please note, she is gonna make it!]
But I want to talk about customer service, and in this context, it involves dealing with two doctors:
DOCTOR A - A long term doctor for my spouse. When we consulted with him, we got rushed visit. He wasn't willing to answer questions willingly, and when he did, he acted as if I was an idiot for asking certain questions. We couldn't tell if he actually reviewed our charts and records. He provided no real solutions, or even theories. Didn't come up with a plan to move the ball forward and/or get to the bottom of her medical problem. And most importantly to my wife, didn't seem to care that she was in a great deal of pain.
DOCTOR B - A new doctor whom we consulted to get a second opinion, since our experience with Doctor A was subpar. Wow - what a difference. He spent almost 45 minutes with us. Bringing us to his actual office (not an exam room) - he reviewed our charts and various test results - explaining what he was seeing as he went along. Demonstrating his theories on charts and diagrams. Answering questions. I mean, actually answering questions. And without treating me like I was smoking crack.
IN THE END? - Doctor A lost us as a customer. Despite that fact that Doctor A is only a quarter mile from our home, and DOCTOR B is 45 minutes away in Atlanta traffic (locals know how horrid that is...). All Doctor B had to do was demonstrate manifestations of caring - take some time with us - answer some questions.
Doctor B chose to handle us this way - and he picked up a new customer. Doctor A chose to treat us poorly - perhaps because we had been longtime clients, but he incorrectly assumed we wouldn't go anywhere since we had been with him a while.
The lesson here? Customer satisfaction isn't enough anymore. Customer delight is. And choose to take care of your customers - choose to listen, understand, and show caring. In this freaky economy, you have no other choice...
Todd Schnick. Be Intrepid. www.intrepid-llc.com
Posted in General Marketing Strategy