January 25, 2005 — After I finished presenting a keynote on building customer loyalty, a gentleman in the audience approached me and asked, "Isn't 'the customer is always right' a thing of the past?"
"Yes," I said. "But not for the companies who are experiencing the greatest success!"
It's true that many companies have forgotten to put their customers first. It's evident in every industry. But many of these same companies are beginning to see the error of their ways. My customer loyalty training business is booming because more and more CEOs are recognizing that sales are driven by great customer service.
Customer satisfaction surveys can be very misleading because they are not necessarily measuring the value of the service a company delivers to their customers. Instead, they are measuring the current attitude of the customer at the time he or she completed the survey. That attitude can change quickly depending upon the most recent interaction a customer has had with the company.
In order for a company to succeed, the customer must come first. Your customers are the very reason you're in business. Without them, there are no sales. No sales--no jobs. Why then, do so many employees view customers as an interruption of their work, rather than an opportunity to build relationships with the very people who keep them in a job? The reason is simple; too many companies reward productivity over quality service. Employees are pressured to handle high volumes of calls or meet sales quotas, rather than taking the time to let their customers know they're valued.
We all know that every customer is not always right. In fact, some customers can be downright nasty. But these customers are the exception, not the rule. When you focus service based on what the customer needs and wants, your company is more likely to succeed.
Take a look at companies that support "the customer is always right" philosophy and you'll see winners.
I encourage you to visit the web sites of the following companies to read their customer service policies. These companies are proud to state their service philosophies right on their web sites and other materials. They understand that when their service standards are in writing, it helps them to be more accountable in delivering service excellence to their customers.
Here are just a few examples of companies that are committed to putting their customers first:
Lands' End
"Lands' End operates on the principle that what is best for the customer is also best for the company. As a result, customers have learned to expect a high level of service at all times--from initiating the order, to receiving help and advice, to speedy shipping, and further follow-up when necessary. Here are some of the ways that Lands' End and its employees "go the extra mile":
Lands' End offers one of the simplest guarantees in the industry — GUARANTEED. PERIOD.® — which allows customers to return items at any time, for any reason, for refund or replacement.
Our phone representatives receive 70-80 hours of product, customer service and computer training when hired, and 24 hours each year thereafter."
Eckerd's Drug:
"If something isn't right, we'll make it right. We're dedicated to your satisfaction."
The Ritz-Carlton:
"The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission."
"We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience."
"The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests."
Southwest Airlines:
"The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit."
Ukrop's:
"We're a chain of grocery stores. But chances are, we're unlike any other supermarket you've seen. We're not just here; we're here to help. Just come into any of our stores. You'll find friendly faces and caring attitudes. Make a special request. We'll do everything possible to fulfill it. Shop away. We'll take all those groceries out to the car for you, and carefully pack them in your trunk (and a small "thank you" is tip enough)."
The market often talks of customer satisfaction, a deceptive phrase because it sounds better than it is. Would you have wanted a grade of satisfactory in school? Probably not. Satisfactory implies adequate, good enough or acceptable. Customers who are merely satisfied with your business can be wooed away by others who offer something better.
Your challenge is to be proactive — to offer something better first, so that you don't lose your hard-earned customers. "The customer is always right" is not a thing of the past; it's the future of successful businesses.
You will find 15 true stories of exceptional customer service in my eBook
"The Extra Mile."
Debra J. Schmidt, a.k.a. "The Loyalty Leader"®, helps companies boost their profits by leading them to greater customer, employee and brand loyalty. You can subscribe to Debra's free email newsletter chock full of loyalty building tips at:
www.TheLoyaltyLeader.com
