Customer service is sometimes the part of the job that we dread due to the range of customer complaints that ensue. However, if we look at customer service as an opportunity, we can create a lot of positive energy from it. While not all stories are as entertaining as this one, the fact that the customer service response became a boon for the company is evident.
Lily Robinson, 3 and 1/2 years old, wanted to know why the Tiger Bread from Sainsbury’s (a British convenience store) wasn’t called Giraffe Bread. After all, it looked like giraffe skin. She wrote a letter to Sainsbury’s and her mother mailed it to their customer service department.
In an incredible customer service response, Chris King, 27 and 1/3 years old, responded to Lily with another letter and a gift card. That response in itself would have been an incredible customer service moment, but the story continues.
Sainsbury’s decided to change the name of the bread to Giraffe Bread and created signage explaining the story. Lily’s mom was so impressed that she wrote about the story on her blog. The story then got picked up by BBC News and became a marketing tale that has returned goodwill to Sainsbury’s many times more than what the first gesture from Chris King cost them. While this return doesn’t happen every time you offer excellent customer service, your actions and response to customer complaints are opportunities to cement relationships with customers. Often, it is the customer service assistance that creates the most indelible mark in a customer’s memory.
Customer Service as an Opportunity
There are many similar instances that companies never find out about that affect their bottom line. Not every customer calls or writes to a company because of a good or bad customer service experience. However, they may tell all of their friends about it. Positive or negative, word of mouth goes far and can create a bundle of good or bad press for a company.
Because most of us are dealing with automated phone systems and customer service reps that speak other languages and barely know English, a lot us have become numb to the massive amount of poor customer service. When we do come across good customer service, sometimes it is a shock to our system. We crave good customer service, and most people will return and refer others to any company that treats them well.
Examples of good customer service opportunities abound:
- The mechanic that takes the time to explain what is wrong and why it needs to be fixed, but won’t fix anything that is unnecessary.
- The patio furniture sales person who brings out a ladder to get the last display model from the ceiling-high display shelf.
- The jeweler who walks the customer through the options of repair for their cherished, but cheap, pearl necklace.
These types of customer service experiences are appreciated by the customer and remembered.
By treating every customer service issue as an opportunity to strengthen your relationship with a customer, you can build the loyalty that every business needs. Loyal customers are your bread and butter, the customers who pay your monthly bills month in and month out. Being a small business can give you more of these opportunities because you know your customers personally, so use these moments as a chance to shine.