Customer Service, American Style

Posted June 17, 2010 - 8:33am by Jim Worrell

Have you ever provided poor service to a customer, such that they were at least somewhat dissatisfied with your service?

If so, you are not alone. It happens to all of us in the service business at one time or another.  What matters is how you handle this. If you are dealing with American sponsors / companies, it can mean the difference between keeping or losing a customer.

A quick story to make my point.

Last week I took my car into the dealer for several repairs. When I came to pick it up several hours later, it was obvious that one of the repairs (a wheel well liner) was not completed. I brought it to the attention of the Service Manager who immediately told me he would make it right, AND he offered to do it at no charge (this was a $230 repair).  In addition, he offered to give an additional repair at no cost.

What did he just do?  Did he lose $400 or $500?  No, I walked away VERY happy, and I will certainly come back for additional service, and I will likely buy my next car from them due to this type of service. Did they lose $500?  No, they MADE $5,000!

Back to our example...If your company has truly failed to deliver the level of service the customer expects, American companies expect some type of compensation or "offset".  Depending on the size of the transaction, you might consider a -0- charge for the poor services provided.  At least you can give up your profit margin, and offer a 10%, 20% or 30% discount.  Lastly, you can offer a discount on future business, giving you an opportunity to show them how good you are.

Unfortanelty, I have seen several companies offer a weak apology for the poor service.  An apology, that's it.  It's not what American companies expect.

Depending on the size of the "screw-up", I suggest you do the following:

  1. Have a senior director or managing director of your company contact the most senior person in the customers company.
  2. Apologize (of course), and ask the customer what he expects to "make it right".
  3. Whatever he wants...give it to him.  As a fellow CEO, I'm sure he'll be responsable.  But, part of the deal is to get an agreement for the next project, or another order, to show you can provide great service

This is what Americans expect.  Of course, the best solution is to provide WOW type of service all the time. When mistakes happen, take responsibility, make the customer "whole", and move with providing great service.

Dedicated to your success in America.

Jim Worrell