Is Your Organization 'Customer Focused' or ... - Business 2 Community

We?ve all read corporate mission statements with the immortal words ?Customer Focused,? or the even the more lofty ?Customer Obsessed? philosophy referenced front-and-center ? sometimes even emphasized in ALL CAPS. However, in reality, most organizations fall far short and are lucky to eek-out something more akin to ?Customer Tolerant.?

Most of us occasionally encounter a flash of great customer service. Those blessed events easily stand out from the countless business interactions we experience over a lifetime.

But what makes a great customer service experience?

It was Herb Kelleher of Southwest Airlines who once said, ?We?re a customer service company that happens to fly airplanes.? Obviously, Southwest?s success has much to do with everyone in the organization understanding Kelleher?s philosophy and putting it into practice. However, in the numerous corporate branding conversations I?ve been part of during JH&A?s 25+ years as a marketing communications firm, I?ve discovered an inevitable truth: There is often a sizable disconnect between management, sales and customers related to corporate identity and the resulting customer service. I would submit it is much easier to write a stellar corporate mission statement than to be on the receiving end of an upset-customer phone call, or across the desk from someone who is ?less than pleased? with your company?s performance.

I once heard a cynic (or maybe a realist) say, ?The minute you get a client you begin to lose them.? Not the way I would prefer to look at the world, but certainly telling, nonetheless.

Outstanding customer service begins with setting reasonable expectations and effectively communicating them. Those of us in the service industry have only our time and expertise to sell. On the other hand, product manufacturers constantly fight to make sure their products do not become commodities. ?In either case, customer service is a major differentiator. It?s vitally important to communicate the business process and set reasonable expectations for your engagement. In our experience, this step alleviates many potential pitfalls, but not all.

So? What happens when things inevitably go wrong?

I heard a preacher once who conducted a sermon on marriage relationships and fighting. He said, ?Fight all you want, with both fists ? as long as one fist is honesty and the other is love.? I think the basic idea works in business as well. Finger-pointing gets you nowhere and even with the best of intentions, everyone makes mistakes. When asked about Coca-Cola?s long relationship with their advertising agency, a Coke executive said, ?We?ve stayed with them for so long because we allow them to make mistakes.?

Good customer service sometimes means finding quick resolutions to problems. After all, if nothing ever goes wrong, there?s not much opportunity for outstanding customer service?

This reminds me of another story. Once there was a boy who never spoke. His name was Kyle, he was 12 years old and lived in Washington. One morning he walked downstairs, as always, and sat at the table with his parents for breakfast. ?He picked up the knife to butter his toast and said, ?The toast is burnt.? His parents were obviously ecstatic and asked, ?Why haven?t you ever spoken before? It?s been 12 years!? To which Kyle answered, ??Till now, everything?s been okay??

I believe good customer service always comes down to honesty, integrity and a willingness to do what?s right ? especially when it may not be the most popular or profitable decision. Some customers will go away, even those you?ve bent over backwards to please. But at the end of the day, I am much more likely to gauge my company?s customer service prowess on how well I sleep at night.

Source: http://www.business2community.com/customer-experience/is-your-organization-customer-focused-or-customer-tolerant-0271918

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