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Can An Entire Country Attend Customer Service School?

On a recent first-time visit to Scotland, I was struck by the quality of the customer service my wife and I received. It did not matter the situation-hotel check-ins, table servers, guides at museums and attractions, train ticket agents, people responding to e-mails, a tow truck driver, over and over the service was not just good, it was outstanding. It seemed that the whole country had gone off to customer service school and was now committed to creating excellent experiences for visitors. It made me wonder again why more organizations of any type don’t create a culture of creating excellent experiences for their clients. The American Customer Service Institute  has years of data that show that, regardless of industry, businesses with the highest customer satisfaction ratings are 45% more profitable than their lower performing competitors. So what keeps companies from making a commitment to being the best at serving their customers? Laziness? Ignorance? Indifference? I wonder what the impact on stock values would be if Wall Street built credible customer satisfaction data into their analyses of publicly traded companies. Creating great customer experiences is a strategy that is open to any business, of any size and of any longevity. It’s a commitment to a process that must go on for the life of the company-finding out what customers think, making adjustments to processes and procedures, hiring the right people who get it and share the commitment and communicating expectations and meeting them. It also means that when expectations are not met, your company is better than anyone else at acknowledging the misses and correcting them. Given all the lazy, ignorant and indifferent companies out there, what a great differentiation strategy excellent customer service would be for your company.