“We’re #1!” – What Does It Mean?
Have you ever done business with a company that claims “We Offer World Class Customer Service!”, “Our Value is the Best!” or “We Lead Our Industry!”, but the actual customer experience doesn’t match the promise? Phrases that tout a company’s greatness offer absolutely zero value to the customer. They don’t mean anything until and unless the customer experiences what the claims promise. Sadly, this rarely happens. What can a company do to demonstrate their ability to provide a satisfactory, or even excellent, customer experience, without announcing it?
For a start, how about not telling your customers how great you are? Drop the ‘Superior Customer Service” phraseology altogether. Concentrate instead on changing policies and practices to truly serve your customers better…and reap the rewards of increased business that comes from good ol’ word of mouth. If you’re doing a great job, people will tell other people. And you won’t have to say a word.
Case in Point: As I stood in line at my bank on a Saturday, I noted a huge banner hanging across the front window that advertised “Voted #1 in Customer Service…Again!” I had to wonder how that could have happened, as about 20 of us waited to be served by only one very slow, unsmiling, non-caring bank teller. Needless to say, the sign seemed almost like a joke.
If claiming superior customer service isn’t something you can do away with, then make it believable. Make claims you can back up. For example:
• “Our phones are answered by humans with more than two years of technical service experience. ”
• “We arrive within one hour of our scheduled appointment or there’s no charge.”
• “Your return will be completed within ten minutes of arriving in our store.”
• “Last year we spent $10,000 per technician on advanced training to serve you better.”
These are claims your customers can sink their teeth into. They matter to the typical consumer. And your customers will detect that you’re offering real claims that can be measured in terms of their personal customer experience. That’s how you really say “We Offer World Class Service!”