The only purpose of ‘customer service’

We – individuals, companies or organisations – are involved with ‘customer service’ in one way or another. Here’s some very sound and clear-headed advice, courtesy of Seth’s Blog:

Customer Service is to change feelings. Not the facts, but the way your customer feels. The facts might be the price, or a return, or how long someone had to wait for service. Sometimes changing the facts is a shortcut to changing feelings, but not always, and changing the facts alone is not always sufficient anyway.

If a customer service protocol (your call center/complaints department/returns policy) is built around stall, deny, begrudge and finally, to the few who persist, acquiesce, then it might save money, but it is a total failure.

The customer who seeks out your help isn’t often looking to deplete your bank account. He is usually seeking validation, support and a path to feeling the way he felt before you let him down.

The best measurement of customer support is whether, after the interaction, the customer would recommend you to a friend. Time on the line, refunds given or the facts of the case are irrelevant. The feelings are all that matter, and changing feelings takes humanity and connection, not cash.

(Courtesy Seth’s Blog: http://sethgodin.typepad.com/seths_blog/2012/10/the-only-purpose-of-customer-service.html?)