Think of ten companies you buy from often.  They can be restaurants, stores or anything else.  Make a list of who they are. Now write down for each of them why you continue to purchase from them.  There might be multiple reasons, list whatever they are.

Step back and look at the list.  I bet they fall into one of these categories.  

• 1. Quality
• 2. Fast/convenience
• 3. Cheap/Inexpensive
• 4. Luxury
• 5. User friendly
• 6. Customer Service

You go to Walmart or Costco because you get high quality products less expensively than other places.  Perhaps you buy BMW or Lexus or will only stay in Ritz Carlton hotels because of the luxury feeling you get.  You fly Southwest Airlines because it’s user friendly…easy to make reservations, easy to change reservations and no hassle with seating.  The list goes on. But what’s the one thing all of them have in common? It’s customer service and creating the customer experience.

Customer service isn’t an exciting topic for companies, in fact it can be boring to discuss.  When leaders get together, at board meetings they want to discuss revenue, market share, exciting new projects, cost projections…those things that are easily quantifiable and are seen as critical KPI (key performance indicators) to company growth.   Customer service isn’t sexy, it often feels like it’s a necessary evil that has to be dealt with rather than an area that is a marketing tool.

Companies think of customer service as a reactive activity.  A customer is upset about something and it’s your job to make them happy.  Yes this is important as we all recognize that one unhappy customer can share their views through social media in a matter of seconds.  Making an unhappy customer happy continues to be a priority.

But what if we looked at customer service as a marketing tool, a way to grow your company and build your brand.  What if you could drive business to your company because of your reputation for customer service and the customer experience vs having them go to your competitors.  Let’s take a look at a couple of examples.

I buy from Amazon often, several times a month if not more.  I would love to go to brick and mortar stores and buy from them, but here’s what I find.  When I go to these stores more often than not they don’t have what I want. A few weeks ago I wanted mason jars.  I went to two stores, neither had what I wanted. I sat in the parking lot of the second store, went to Amazon, they had dozens of options and I ordered right there and two days later they showed up at my front door…easy peasy.  That’s great but what keeps me coming back to Amazon is more than selection and ease.  

Two years ago I ordered a ceiling fan from Amazon. Less than a year later I had a problem with it. I called the manufacturer (I’ll withhold the name but it was one you all would easily recognize), who after 20 minutes on the phone said they would send me a part.  I couldn’t install it so the electrician came out and even before he installed told me it was the wrong part, which it was. I called back the manufacturer who said they would send me another part. When I complained that I had spent $100+ for the electrician to install the first part and I couldn’t keep having him come out they told me “It’s our company policy to send you three parts before we will replace the fan, AND it’s not our fault you can’t install the parts yourself and have to incur the cost.”  

I was beyond apoplectic.  I called Amazon, told them I knew it was way past their 30 days return policy, explained the situation with the manufacturer and asked if they would send me a new fan. Without much trouble they said yes.  A couple of days later the new fan arrived, they paid to have the other fan returned and I was a happy girl…a customer for life.

Guess how many times I have told that story?  

Another example.  A local yarn shop I frequent didn’t have the type of yarn I wanted for a project.  The owner said the yarn rep lived in the area and how about I tell her when it would work into my schedule and she’d have the rep come to the shop, bring samples and I could purchase.  We did this before the store opened and she had coffee and croissants, a nice touch.

I started the project and realized I didn’t have enough of one of the yarns.  The owner called the company and placed a rush order. She had it delivered to her shop to ensure it was correct and then asked me if I wanted her to ship to me or I pick up in the store.  In addition she charged me her cost, not the marked up price and offered me a 20% discount on anything else I purchased within the next 6 months.  

With the internet ordering yarn online is easy.  And I go back to her store whenever I can. I felt taken care of and know that should I ever have a problem she will handle it.  That’s worth everything to me, even if I pay a bit more for the yarn. I’ve told this story to everyone I know locally who knits or crochets and they have visited her store.

As a business owner you can’t underestimate the value of customer service in keeping customers, nor can you underestimate the value in bringing customers to your door.  Customer service isn’t simply about dealing with problems, that’s part of it for sure. It’s about taking the next step. Amazon didn’t have to send me a new fan. It wasn’t their problem but they took it on as if it was.  My local yarn shop didn’t simply order me the yarn I needed. She took ownership of the situation, even though the rep was at fault for not telling us the correct amount we needed, and then went several steps beyond to take care of me.  

Amazon doesn’t need me singing their praises, but I do.  My husband makes fun of me all the time about how often we receive deliveries from Amazon.  Probably 75% of what I order from them I would purchase someplace else anyhow, but they get my business.  And because they suggest other products I might want I admit I often buy more than I intended to. Customer service can not and should not be seen as simply calming down an irate customer.  It’s a marketing tool that can drive business to your doorstep.

Ask yourself what can you do to take your business to the next level of customer service?  People remember how you make them feel, not just what you do for them. This is where customer service matters.  How are you leaving your customers feeling? Is it what you want or can you do better?

Customer service isn’t just a department or a group of people who handle unhappy customers.  It’s a mindset that is about how you chose to deal with people, and not just your customers. I’ve created a list of 19 rules for customer service which you can download at the link below.  Which of them can you buff up in your company?