Good customer service is rare; great customer service is even
The flipside to this is that in the world where customer
service is so lacking, even the smallest things can make you
stand out above the crowd – if you know the difference between
good and great customer service.
Good customer service is
responding to a customer’s needs when they arise. Great customer
service is responding to a customer’s needs before they arise.
Here are three examples of great
service I experienced in the last week.
While we were having lunch at Chuy’s
after church, the server brought out my Diet Coke, and
two iced teas for my beautiful bride. She told him she only ordered
one. He then explained that he wasn’t sure if she wanted sweet or unsweet, so he brought
both to make sure she got what she
Compare that to another nearby restaurant that brought
her sweet tea the last three times we were there, and you can
understand why we quit going to the other restaurant – even
though they had good food.
I received an
email asking if several transactions on my Visa card were valid.
While that's not unusual for a credit card company, Capitol One
has two large buttons that are easy to read.
The bright blue one reads “EVERTHING’S OK”, and the bright red
one reads “THERE’S AN ISSUE”.
Simple as that sounds, it keeps me
from having to magnify the screen and read hyperlinks in
tiny blue text to determine which one to click. This is
especially helpful for me since I’m legally blind without
But it’s also helpful to anyone with
20/20 vision that needs reading glasses, and struggles to make out
tiny text on a small smart phone screen.
boarding my flight out of Chicago Midway, the plane didn’t move.
The pilot announced that they were having a problem with his
oxygen mask, that the mechanic was working on it, and
that he would give us an update as soon as she returned.
mechanic returned but was unable to fix the problem, and the
pilot announced that she went to get a
replacement valve and he'd give us another update soon.
When the valve didn't work, he announced that we would deboard
the plane so that we could be comfortable in the terminal
instead of sitting on the plane while they figured out what to
After deboarding, he came out to the gate and announced that they’d let us know by 1:00 whether we’d reboard,
or get another plane. At about 12:30, he announced that we had
Not one of the over 100 passengers complained
about the inconvenience, because the pilot handled it so well. I
can’t count how many times I’ve been stuck on a grounded plane for an
hour or more, not knowing what the delay was or how much longer it
would be, and watched passengers become more and more
impatient as they demanded to know what exactly what was going
These were completely different circumstances, but each was a
perfect example of great customer service because they addressed problems before
customers even knew there was a
Customers will forget what you say and what you do, but
they'll never forget how you made them feel. Each of these
companies made the customers feel like they were paying
attention, cared about the customer, and were taking care of the
To Your Success,
P.S. The next time you’re at a fast food
restaurant, watch what happens when the cashier calls an order number
for pickup. Everyone will look at their receipts but no one can read the number because
it’s so small and buried along with the amount, address, etc. McDonald’s gets the
gold star on this one. Their order numbers are printed in a font
that’s about a hundred times larger than everything else on
the receipt. It's a tiny detail that makes a big difference.
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