Customer service representatives are often presented with what appear to them to be opportunities to dazzle the prospect or customer with blinding speed and accuracy when asked for information, quotes or billing clarification. It’s important to be responsive, especially since that may distinguish one business from another. But true customer service – customer service elevated to the highest level – is the ultimate method of selling.

There will be many instances of basic customer service required on a day-to-day basis – answering phones and directing calls and inquiries promptly, returning calls timely, responding to questions with accurate information. Customer service representatives need to have the bigger picture in mind when providing those services, though. In seeing the big picture they will learn to get at the heart of a customer’s needs and wants and provide the level of service that will make them a valuable, indispensable resource to that prospect or customer. That is where customer service and sales come together. Given this level of service, prospects and customers will want to buy, or buy more, from your business. 

And don't forget your "internal customers" – your most valuable resource – your co-workers and employees. 

Customer service responsibilities fall on everyone in every business. It only takes one misguided act, by one poorly trained or unmotivated employee, to shed a negative light on your entire organization. But when there are multiple misfires, it’s nearly impossible to recover the loyalty of the customer who was at the receiving end of the goofs. Here’s one example of a business that apparently wants to give good service but falls way short of reaching its goal. 

Don Lesser of Pioneer Training in Holyoke tells this story of customer service gone bad – and then good again. But by then it was too late. Despite one employee’s valiant efforts (at the end of a painfully long ordeal), the opportunity for this company to really impress Don with outstanding customer service was lost forever. 

Last May the rear windshield on Don’s Honda was broken by vandals. The glass housed the car’s radio antenna as well as the rear defroster element. The connector plug for these elements was at the top of the window. (This becomes important later in the story.) 

Don chose an auto glass repair company with a local phone number and a large ad in the Yellow Pages of the phone book. The transaction of getting the windshield replaced started out on the right foot. The repair company seemed knowledgeable and prompt. They asked all the right questions about the car, the location of the plug for the antenna and defroster and then made an appointment with Don to complete the glass replacement at Don’s location just a couple days after the vandalism took place. 

So far so good, right? Not so fast. Here’s where this customer service experience began to unravel. 

The “replacement specialist” arrived as scheduled to do his work. But over the next couple days, Don had very poor radio reception so he called the glass company for further service. It was at this point that the “replacement specialist” confided to Don that he had installed a windshield with a side plug instead of the requisite top plug. He assured Don that he just wanted to get something in so Don could drive the car and that he would be back in a week with the correct windshield. 

As promised, a week later the correct glass was installed, this time by two auto glass “replacement specialists.” They impressed Don as jokesters who didn’t inspire much confidence. The radio reception improved but Don was pretty sure the defroster was not working. Since summer was now upon him, Don was unable to confirm the defroster’s inoperability. 

Fast forward to late November. Don was now sure the defroster was not working so he again called the auto glass company who again sent someone to attempt a repair – this time with a metal-based epoxy that the repair person didn’t have with him when he visited Don. The repairman returned with the epoxy. Short story: it didn’t work. Time to replace the glass again. 

Don made another appointment, reminding the glass company that the “plug was at the top” of the window. Can you guess what happened next? That’s right – they brought a “side plug” windshield – again! 

A verbal exchange raged with Don wanting to go elsewhere for a proper repair and the glass company insisting that they wanted to get the job done right – once and for all. Don doubted their sincerity. He even doubted they could pull this off, given their poor track record to date. But finally, in a last ditch effort to keep Don’s business, and after some serious negotiations about when and where the repair would take place, the glass company sent a technician from Springfield to Amherst to complete the repair, with the proper rear windshield, on Saturday, December 24. 

Don reports that the window is leak-free, the radio reception is what it should be and the defroster works. He thinks the company partially redeemed itself by sending that technician on Christmas Eve. But I doubt Don would choose this company again, if the need arose. 

What do you think? Is this the kind of customer service that would make you a loyal customer? I know it wouldn’t do the trick for me. Despite the good final outcome, the fact that it took about seven months to properly replace one rear windshield, and then only after Don “laid down the law”, is evidence enough that good customer service is not a top priority for this auto glass company. 

So then, how can you avoid these kinds of missteps in your organization? Start by remembering that the best customer service always exceeds the customer’s expectations. Everyone in your organization should share that mind-set and should work to provide the best possible customer service experience. 

Here are ten tips to help your organization achieve “customer service super star” status. 

1. Hire carefully. Even with solid training, if your employees don’t like people, they’ll come across as well trained, sour, “people haters.” 

2. Remember your "internal customers." Treat your employees and co-workers well – disgruntled workers are a turn off to customers. Don’t let sour employees and co-workers set the tone for, or be the face of, your organization. 

3. Customer service is not a one-time event; it’s a process. From first contact through repeat sales, your organization's customer service must be institutionalized. Customers should receive the same exceptional care from everyone in your organization. 

4. Last impressions count. We all know that first impressions set the stage for what follows. But you can be sure that maintaining that good impression right up until you "thank the customer goodbye" will leave a lasting impression. 

5. Good customer service is anything the customer wants it to be. Start by delivering quality goods and services and standing behind them. But then be flexible. Within your framework, allow your customer to call the shots. This will make that customer's experience truly memorable. And it will foster loyalty like nothing else can. 

6. Wow and amaze your customers. Exceed their expectations: under promise, over deliver. Set and manage your customers' expectations right from your first meeting. Don't promise anything you're not positive you can deliver. Your customers will appreciate this "fresh" approach. 

7. Send hand written “thank you” notes, even to those who complain. (Especially to those who complain.) Let your customers know you appreciate their business and that you're paying attention to their feedback. They'll be happy to know you've listened. 

8. Share your expertise. Your customers can buy what you sell in any number of places. Give them something your competition doesn't, starting with your knowledge. Teach them, guide them and coach them in the use of your product or service. Give them a bird's-eye view of your industry and relate it to how they can benefit from the latest and greatest "stuff" or methods. The value you add to your relationship with your customers will be rewarded with increased sales and customer loyalty. 

9. Support your employees and co-workers in solving customers’ problems as they happen. Empower them to say: “I’m sorry there was a problem. What can I do to make it right?” 

10. Follow up after the sale to make sure your customers are happy with their purchase and to see if there is anything else you can help them with.

Customers are your paycheck. Remind your employees and co-workers of that fact and work together to create an exceptional customer experience. Remind yourself of the quality of service you've received in the past – good and bad – and treat your customers better than you've ever been treated. You’ll earn your customers’ loyalty – and with it, increased sales and profits. 

© 2005 Patrick A. Hassett. All rights reserved. 

Pat Hassett draws on more than 30 years experience in sales, sales management and sales support roles across several industries. He stands ready to help you increase your sales, your profitability and your customer loyalty through the use of customer-centric sales methods, high level customer service and customer relationship management tools. To learn more about how SalesNow! can help you, go to www.salesnowonline.com or write to infalesNowOnline.com. 

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Special thanks to Don Lesser for sharing his story with us. Don is President of Pioneer Training in Holyoke, MA. He has over 23 years experience in computer software and corporate training and has developed and taught classes for a wide range of clients in a variety of industries. As Chief Technical Editor, he has contributed greatly to books published by Microsoft Press, McGraw-Hill and Thomson/Course Technology. Learn more about Don and Pioneer Training at www.ptraining.com.