The Fallacy of Service

When was the last time that you heard a representative of any company not extol the virtues of their customer service? Many talk about it, few execute. Ten things that you can do to differentiate yourself from the competition:

1. Communicate as frequently and timely with the customer that you already have secured as you do with those whose business you are soliciting.
2. When you verbally commit to do something, do it.
3. Advise the client with the same advice that you would give to a loved one.
4. Don’t be frugal with your expertise.
5. Be giving of your time.
6. Ensure that your words and actions reveal an appreciation for each client’s business.
7. Determine your client’s goals and make reaching them your passion.
8. If you don’t feel that you can assist them in reaching their goals, let them know that.
9. Determine your client’s expectations, and then exceed them.
10. Make repeat business a priority.

In his book Moving Beyond the Social Customer Into the Era of Customer Engagement, Mike Lewis writes that “Customer engagement... is defined by the ongoing involvement between your business and your customer, driven by the customer’s specific reasons.” Note that it’s about the customer’s reasons for engaging, not the company’s.

Trial Run

Make an on-line purchase and then phone the store’s customer service line. Observe if there is a significant difference in the wait time to speak with a live person to inquire about a current order as opposed to making a new order. The difference, or lack thereof, will speak volumes about the company and whether their priorities are yours or theirs. Is the wait time much less when making a new order versus if you are someone whose business they have already secured? Note if the service that they provide supports their mission. Or are their claims of service merely a fallacy?

What do you do to differentiate yourself with superior service?

Is it possible to survive in this era of engagement without service differentiation?