I recently listened to a business leader say that customer service is not and should not be considered as a distinguishing factor between businesses, even when comparing successful and not so successful ventures.  Where I appreciate everyone has their opinion (whence I will not name this business leader) I have to say this statement did not resonate well with me at all.

For years in my early career in retail it was drilled into me on a daily (if not hourly) basis that the key to being successful in sales was to have exceptional customer service levels, why, because people are comfortable buying from people that are polite, courteous and care about their needs.  Today as a consumer I will not tolerate bad customer service even if the price is great (from a Scotsman that’s saying something!) I’d rather walk out than pay them the money, but if I get good customer service and they have what I need, I will go back to that business first if I need something similar.

Question:  If I walk away from a business because their service is appalling and go off to their competition and purchase from them, how then can it be said that customer service should not be considered as a distinguishing factor between businesses?

Another Question:  Am I the only person out there that thinks this way?  Are you happy to hand money over to people that quite frankly don’t care?  Please let me know I’m curious to find out if I am a dying species!!

How do you Improve Customer Service?

From my many years in retail and other service industries I have come to the conclusion (rightly or wrongly …. feel free to argue this point!) that you cannot train your staff in customer service, you can train them in selling skills, you can train them to communicate effectively but customer service comes from within, an individual has to want to help a complete stranger; they have to haven an attitude like “I’ll do whatever I can to help you with your requirements” .  We aren’t all natural do gooders, not all of us spring out of bed in the morning and say “I wonder who I can help today..”, this is why I believe great customer service in a business is a culture.  It is an infectious belief from the business owner or CEO that through constant reinforcement and through example influences the beliefs and attitudes of the rest of the people in the organisation.  A classic example that springs to mind is Virgin Air, led for years by Richard Branson, he has managed to grow his business world wide, but no matter where you are in the world the staff have an overwhelming need to satisfy their customers, that whole culture has been developed by one man’s vision, passion and belief.

When I talk about customer service I am talking both internal and external business customers, internal customers being other people within your business maybe from another department, it could also refer to your suppliers and contractors; external is anyone else who comes in contact with your business to help them find a solution to their needs.

If you start a culture of respecting and doing whatever you can for each other within your business then this attitude can only flow through to your customers which will manifest itself in great customer service.