One of the first things I learned in the world of work was the importance of customer service. I’ve always worked in industries where service defined who we were as a company. For example, there are lots of great hotels out there. But it’s the service that makes a hotel stand out from the rest.
During my hotel years, we embraced the concept that a key part of delivering good customer was to use a guests’ name. It was called the ‘rule of three’ – use the guest’s name three times in the conversation. Employees would discreetly check luggage tags or always remember to look at a guest’s name on a credit card. To this day, I always hone in on a person’s name tag and I think it truly surprises them when I say their name (and they don’t know mine!)
I was reminded of this the other day when I had a sales person leave a message on my voicemail. They were congratulating me on an award I had won and trying to sell me one of those display plaques for the article. Then they said my name – Cory. Okay, I admit I have an unusual name. I’ve been called Sheryl, Sharon, Shirley, Shar-Lynn and a whole bunch of other things. But c’mon, Cory?…not even close.
Companies need to realize that service is what defines the customer experience. We all know it’s easier (and more cost effective) to keep the customers we have rather than get new ones. So using the spaghetti theory (i.e. throwing pasta against the wall to see what sticks) isn’t a marketing strategy. Businesses have to hone in on those services their customers really want and make sure their employees provide them.
Organizations are going to heavily compete during this period of economic recovery. Having low prices isn’t going to be the sure-fire way to success. Consumers will gravitate toward businesses that give them good service. It’s time for management to ask themselves, “how do we treat our customers?”
A better question might be “would I spend my money here and why?” And, maybe more importantly, “why not?” Cheers!
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Adrilia V. Pedersen says
Thanks, Sharlyn. Love the title of this post and your insight. It is amazing what happens when we remember someone’s name … it’s like a secret key that begins to help us connect in a more real way to others. So much of great customer service is daring and being willing to connect. And I agree with you, companies now and in the future will have to work to engage their customers based on what they offer as a company, what they stand for (their values) and how they do business (with integrity, or just for the money?).
Deb Frawley says
Very good post. Customer Service is the key and so lacking in businesses today. People have become so busy and preoccupied with themselves that they forget what customer service even is! Its giving a customer or client that little bit of individual attention that everyone desires. Saying their name, smiling as they engage in converstation(if they engage in conversation at all), and saying have a nice day!
People do business with people they like and who show them respect. If a business takes pride in their customer/client service they will be noticed and their customers and clients will return.
perrik says
There are some drawbacks to using the customer’s name. My given first name is one I never liked, and stopped using back when I was a pre-teen. I only recently changed it legally, though, so for many years my driver’s license and credit cards all had the name I didn’t like and didn’t use.
Just imagine how warm and fuzzy I felt when a hotel clerk or other customer service person tried to make me feel welcome by using that name!
(I finally did the legal change after starting work at a hospital, where for the first time I was required to have my legal name on both the ID badge and e-mail address, and everyone was using the name I hated)
This is why I’ve always liked Safeway and Marriott. Their employees go with the more formal “Ms. “, and thus never made me cringe.
Bilal Alladina says
Hi,
A very good post, really got some knowledge regarding customer services. But need to find out the three relevant levels in managing customer services. Any idea?