National Customer Service week

In National Customer Service week I think it a great idea to concentrate on what we mean by Customer service as a business and perhaps see if there is any disconnect between that and what customers see as great customer service.

Customer service is the ability to provide and supply a customers needs and wants before, during and after a purchase. 

I think it important that a business does not see customer service as simply being at point of sale but a longitudinal process which is part of a the relationship between customer and business.

One customer has said that is is not about supplying needs and wants but about exceeding them and the pressure on companies to go the extra mile and delight people rather than simply satisfying them is increasing.

So let's re frame our definition to include these expectations as:

Customer service is the consistent ability to exceed the needs of customers before, during and after a purchase. 


This definition raises the bar but is still focussing on the relationship of the organisation to the customer and doesn't really concentrate on things from a customers point of view. Ultimately it is the customer who is at the centre of a successful business and getting things right is crucial to success. the best companies get under their customers skin and really understand what it is they want and need.

Let's take Apple for example and the advent of the new iphone4s. I dont know about you but I am really excited by this and as soon as I saw the adverts and the talking phone answering texts without the use actually using anything other than voice I wanted one. I add to this the fabulous follow up Apple gives it customers in the form of its shops with the staff mixing freely with customers and the genius bar where all questions can be answered. Apple has devoted and fanatic customers and every detail even the packaging is designed to add to the customer experience.

So let's re frame the definition again as:

The customer defines excellence in customer service by the way in which an organisation exceeds and meets their needs. 


It is up to organisations to check in with their customers and ask the question am I exceeding your needs, do we meet your standards and how much further can we go for you?

As an example Zappos an online shoe company in the States takes customer service to great lengths even going so far as to have a secret shopper ring the customer service desk and ask for directions to the nearest pizza place and for that operator to search and get them.

Where there are small businesses trying to corner a local market word of mouth is important  and so customer experience and satisfaction should be the number one priority.