Bill Taylor’s article – The Answer for Ugly Times? Do Something Beautiful, got me thinking about this world we live in. As a Customer Service advocate, I realize there are many components that go into providing exceptional customer service. However, there will never be an element of customer service more important than the human element.
I feel that in these days of texting, Facebook, email, etc. that the art of human contact is a fleeting one. All of the tools I just listed are exceptional ones; however, many individuals and organizations hide behind these communication methods, as well as policies and procedures, to keep them from providing ‘human service’.
Customer Experience is the big buzz term in Customer Service. The definition of experience includes words such as emotion, perception, humankind, and participation. All words that would lead one to believe that in order for a Customer Experience to be exceptional, a human emotional chord must be struck.
The Zappos.com story in Taylor’s article is not an uncommon story for Zappos.com. It is why Jane Judd was awarded our Customer Service Manager of the Year award. The importance Tony Hsieh and the Zappos.com team place on great service with a human element is what caught my attention.
Another example, our Customer Service Professional of the Year winner, Robert ‘Don’ Braddock from Hartsfield Jackson Atlanta Airport, invited a US Solider who had incorrect reservation information to travel home and lost his credit cards, back to his home to shower and get some rest instead trying to rest at the airport. Additionally, Don assisted an elderly female passenger who appeared abandoned between flights, assisted in arranging her travel, stayed with her until boarding and contacted her family in MI. These are not actions that are outlined in Don’s job description. This is a man who places himself in his customer’s shoes, another human being’s shoes.
Even if ‘touchy- feely’ is not your forte, look at supporting this type of behavior from a business standpoint. Studies show it costs a minimum of 5 times what it would cost to keep an existing customer happy than to acquire a new one.
Times are tough. No man is an island. And everyone likes to feel visible. If you see people as people, you will also see their money –even during these tough times.
