SALES & MARKETING: More True Service Stories

Last month I shared some stories about bad service. This month, I’d like to share a few more and give you some ways to make certain your customer service is an asset, not a liability.  

1. We rented a projector, and it would not work. We called the cell phone number on the card that was with the projector – no answer, so we left a message. After six hours without response, we called again. Still no response. Then we called the main number at the store and told them of our problem. They said we should call back. At that point, we let it go. When we returned the projector, we explained our problem, expecting a refund. Instead, we were told we weren’t getting our money back since we didn’t call. Out of principle, I pursued the matter – we got our money back and, needless to say, we won’t be renting anything from that company again. The lesson: The obligation is never on the customer to read your mind. How well do you communicate with your clients? Are your policies clear or confusing?

2. Many years ago we had a truck that had a malfunctioning radio. We took it to the dealership to have it repaired as it was under warranty. They had the truck two days. When we got there, the service manager drove the truck to us, handed us the warranty receipt and the keys and thanked us. When my partner got in the truck he realized that the radio was not in the truck, but on the seat. We called the service manager over and showed him what he obviously did not see. Surprised, he said he’d have to see what happened and get back to us. One week later, we got our truck back with a working radio. The lesson: When you have call backs, complaints or service calls, make sure you have a system in place to double check things. When clients have problems, you don’t want to frustrate them further.

3. It was 7:55 p.m. and I knew the bank in the local supermarket closed at 8 p.m. I had to make a deposit. When I got 20 feet from the window, I made eye contact with the teller, and watched in amazement as she shut the door and turned on the closed sign. I knocked on the door, no response. I could hear her in there so I knocked again. Still no response. So I just waited. Ten minutes later, a young lady opened the door and left. She had her coat on and her purse in the other hand. I asked her why she closed early even though she saw me coming. She said, “I didn’t see or hear you.” I told her that was impossible and that I needed to make a deposit. She walked away and gave me a heartfelt “Sorry.” The lesson: Employees can ruin a business in no time without proper direction, training and leadership.

We try to avoid mistakes by training, hiring the right kinds of people, rewarding those who do the right thing, and by following up constantly to ensure client satisfaction. In addition, we have excellent systems in place that help us avoid mistakes. Sometimes it is not the mistake but how you handle the mistake that matters most. Make sure that customer service training is part of your agenda. Customer service is an attitude and a culture – it is not a policy. In most cases, if you find a successful company, you will find an outfit that understands customer service. Study these firms and implement excellent customer service and watch your profits soar.