When was the last time you received memorable customer service? If you're like most people it's hard to think of a time that stands out. You're probably wondering why that is.  As a customer service trainer, I know why, but it never ceases to amaze me that companies don't realize how great service can set them apart from the competition.   

It seemed like with most of the places I patronize, the situation is the same. Take, for instance, the bank that I use here in Texas. I've been banking in the same place for twenty plus years, yet no one ever seems to recognize me. And, if they do, they never let me know. It's partly because of the rapid turnover, I suppose.  But that's another issue related to leadership. 

However, I rarely get a "Thank you." or "Is there anything else I can do for you?"  Even as a customer service trainer who realizes the bank isn't aware of good service, I still feel taken for granted. Not that this should be like a love affair, but shouldn't I feel like I have some kind of a relationship with these people? Shouldn't they tell me that they want me to come back again? The answer is yes! The experience hasn't been horrible for me, but after 20 years, I just want a better one. So, I'm shopping for another local bank.  Why did I wait so long to switch? Probably because one bank is as good as another, customer service wise.  But there is a rumor that one bank here has great service, so I'm going to check them out.

Developing a Customer-Driven Business

So why aren't more businesses creating lots of positive service experiences? Perhaps it's because most customer service representatives are not trained appropriately, if they are trained at all.  That appears to be the case at my bank.

Customer service personnel, in fact all employees in an organization who interface with customers, need to be trained on how to create and reaffirm solid relationships with customers. When this is done well customers stay, they buy more, and they refer more. Taking service to this level involves empathy and a significant array of communication skills. Your people can and will provide service like that if you train them, and they clearly know that your goal as an organization is to consistently create positive memorable customer experiences.

Treating Customer Service as a Business Opportunity

Organizations that train their employees how to deliver memorable service at all touch points with their customers, know that service is a serious business opportunity when it:

• Increases your retention of customers which increases profitability,
• Expands business with current customers which grows revenue, and
• Inspires current customers to refer you to new prospects, which grows your business.

All of the above equals a stronger bottom line. It justifies the kind of training that enables individuals and teams to deliver memorable, customer-centric service.