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When the Customer Signs Your Paycheck, Good Service is Essential
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When the Customer Signs Your Paycheck, Good Service is Essential

Sharon Powers, president & CEO North Las Vegas Chamber of Commerce

After examining current strategies, marketing and business plans, and ways to keep costs in check, one practice that will keep customers coming back is good customer service. 

We’ve all heard the saying that one satisfied customer will tell someone else, but one unhappy customer will tell six others who will tell six more.  Think about your own experiences.  When someone gives you good customer service, you will mention it once or twice.  However, have a bad experience and the story gets told time and time again.

What is customer service?  There are several variations of the definition, however the one that I believe captures the essence of good customer service is—“Customer service is a process by which a company delivers its services or products in a way that allows the customer to access them in the most efficient, fair and cost effective manner possible.” Some go on to state that good customer services is consistently exceeding the needs of the customer.

Because of the downturn in the economy, we’ve seen companies thinking outside the box when it comes to “wowing” their customers. However, good customer service should not be contingent on the economy. Every company should be in business to satisfy the needs of its customers. If their needs are not being met, your competitor is waiting in the wings.

I have been patronizing the same dry cleaner for about three years. Not only do they know me by name, but they know my car. When I pull up in front of their store, by the time I reach the door, my clothes are at the register ready to be picked up. Even though they may be a bit more expensive than others, would I ever consider changing to another dry cleaner----no.  The same goes for the retailer where I buy my dog food and treats. They are a small husband and wife operation, however not only do they know my name, they know the names of all my dogs and never miss asking about them. Would I ever switch my patronage—again, no.

My point to all of this is that treating customers like your job or business depends on it is the right thing to do-- because it does.  Without customers, we have no business.  You’ve all heard the saying “perception is reality”.  You may have received bad service in that restaurant because the food server was having an isolated bad day.  However your perception became that the restaurant was bad and therefore you expressed that sentiment to others. Your perception became that reality. You’ve had it happen to you and it can happen within your company just as easily.

Customer service should be a company wide effort.  If you get everybody involved, not only are they in tune with what works, but they’re also getting a feel for what’s not working.  That’s the key—listening to make sure that you understand the customers and that you make them feel that you understand.  All businesses get customer complaints; it’s how those complaints are dealt with that can make the difference between a customer that takes their business elsewhere and one that stays with you for the long haul.

In this challenging economy, keep your customer service at the same levels or better yet, work to exceed them.  Make sure that your employees represent you well, if not make the necessary changes.  You can’t afford to have employees helping your customers go elsewhere.

The customer is where it begins and where it ends.  Customers need to be treated as if they sign your paychecks----because they do. 

Article appeared in the Las Vegas Business Press, Nov. 9, 2009 issue

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