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Customer Service Is Not Rocket Science

by Tom Reilly    

Rule number one in customer service: The very things that frustrate and alienate you as a customer are the things that frustrate and alienate your customers. And it's rarely the big things. When I reverse the question and ask it this way, I also hear some interesting remarks. "Think of the last time you were the customer and loved the experience. What happened?" You can imagine what people say. "They welcomed me." "I was treated like valuable merchandise." "They made me feel important." "They used my name." "They thanked me." Incredible stuff. Right?

Rule number two in customer service: The same things that make you like a buying experience are the same things that make your customers feel good. Again, it's rarely the big things. It's the small stuff that counts. An inviting smile. A pleasant phone voice. Using the customer's name often. Thanking them for their business. Anticipating a need and pro-acting on it. Going the extra step without being asked. Offering additional service. Giving a little special attention. It's not rocket science.

Why are some people so much better at it than others? Simple. They care. They care about something bigger than themselves. They care about how their performance adds value. Simply, they care enough to be more concerned about making a difference, not just making a sale.

And that's the secret of customer service-caring. It all begins with what I call the "attitude of gratitude," a willingness bordering on a passion to serve. In fact, I go so far as to say that if the attitude is in place, the behavior is free. The employee will naturally select behaviors that manifest concern for the customer.

Years in the training business have taught me that success in any job is about 70 to 80 percent selection and 20 percent training. You must begin with the right person. In this case, it means looking for people who care. Look for employees who are eager to serve. Look for people who believe that the customer is an opportunity-not an aggravation.

When you begin with this type of person, the behavior follows. If you're working with employees already in place, teach them (by example) to care. Explain that customer service is not a department that handles complaints. It's an attitude for servicing people and creating satisfied customers.

When you make caring and concern cornerstones of your business, you're building a foundation solid enough to withstand any competitive thrust. Beyond that, you're service people. Customer service is not rocket science. It's a variation of the Golden Rule. It's common sense that leads to uncommon service.


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Tom Reilly is a professional speaker and president of a St. Louis-based firm specializing in sales and sales management training and author of over 100 articles, several audiocassettes, a video series, and many books. For more information: (636)537-3360 o