How many of you would say the true value of customer service is customer retention or future sales? How many of you would say that it is customer referrals? Maybe you have another idea? There is no right or wrong answer to this question. It depends on your own perspective and what your long-term goals are for your business. 

For the purpose of this post I’d like to discuss customer service in a very broad sense, broader than providing outstanding service to people who buy from you. Let me go back to my days when I owned an executive recruiting firm. Hundreds of people contacted me whom I couldn’t help for any number of reasons. I made it a point to talk to every one of those individuals and provide some help. It might have been ideas on who to call or even suggestions on their résumés. They weren’t clients and the likelihood was they never would be. That wasn’t why I spent time with them. I provided excellent service because I genuinely cared about them as people and wanted to help in any way I could. I expected nothing in return. 

Let’s consider another example. You are working with a vendor. You do your part and more: provide information they request in a timely manner, share responsibility when things go awry, communicate effectively…you know what I mean. What do you think happens in these scenarios? You have someone who wants to go the extra mile for you and helps you in any way they can. How do you apply the customer service concept to dealing with employees or colleagues or, yes, even your boss? It’s not simply about increasing your sales or client retention, though of course that is part of the value. 

What if you applied the concept of customer service to all parts of your business…marketing, vendor relationships, affiliates, colleagues, employees, etc.? What if you applied this concept to the way you show up in the world? To your interactions with other human beings, whether it is in business or even your professional life? What do you imagine would occur if you treated everyone like they were important and you wanted to help in some way? Imagine how your relationships would change if you saw others as you do customers or clients…as essential to the success of your business? 

The true value of customer service…it’s way beyond client retention or repeat sales. It’s about being in relationships like you never have before and watching what unfolds. You’ll be amazed at what is possible.