The biggest problem that the customer service business faces is not a problem with product or service quality. No, the biggest problem is that customer service tends to be a giant war against the mis-informed.

I've said it before, and I'll say it again, the customer is the customer's biggest enemy in the service industry. It's simply not enough to meet customer expectations- because customer expectations often exceed the actual possible outcome of a product or service.

Far too many times I've seen customers gloss over details for the sake of convenience, only to find that the end product while thoroughly explained to them does not meet their final expectations. The blame can only be put on themselves- but who has the perspective and insight, not to mention humility, to do that? Marriages will end before somebody admits wrongdoing, what makes you think that this will change for a simple transaction at the store?

If you take your car to the shop to get new tires, they may tell you the only ones in stock are a certain type and brand. They will offer you a price and, if authorized, will repair your car as specified.

When you find out you didn't like the tires, the brand, or the price after the repair, you've got nobody to blame but yourself. It's not enough to blame the mechanic for recommending tires that you apparently don't like. It's certainly not acceptable to blame the company for the repair when you authorized it.

Good customer service is a combination of give and take. Sure, the shop could offer an upgrade to different tires for a fraction of the price. But at what point does a service company have to hold their ground?

A common problem, and misconception of customer service, is that giving away too much does not make a business model. In some industries- such as the computer repair industry- customers are regularly unaware of quite how the machines work. Despite obvious attempts at educating a customer about the repair, they will inevitably come to a conclusion that doesn't work in your favor. If we took a business model that made sure each customer was compensated to their fullest demands when their expectations weren't met- we'd end with a business that has the happiest customers, and unfortunately- no money.

The goal is to realistically affect customer's expectations with the reality of the situation. Explaining to them just how the world works, unfortunately, is difficult. Many people are stubborn, and even more think they already know everything there is to know.

Standing your ground when neccessary seems counter-intuitive to the customer service mantra of the 90s, which was "the customer is always right." The fact is, no business can make money with this concept, nor base a reputation on it.

If your business is diagnosing problems with cars, computers, electronics, what have you- it's very much worth while to make sure that you stand by your diagnosis. Say, for instance, a customer decides they know better than the experts on a diagnosis, and challenge the business. If the customer is always right, you end with a disgruntled ex-customer who walks away with your money, and an attitude that:

1. They were right all along.
2. They don't need your service.
3. They must tell all their friends about how company XYZ mis-diagnosed a problem and admitted to it.

A PR nightmare. Imagine, if you will, that after explaining a diagnosis or repair as logically and as full of detail as you can, the customer simply does not agree or does not like the news. (Yes, most people get pissed because new brakes are $200 - $400) You can cave to pressure and get the results above, or you can stand your ground and get the results above but keep the money.

It might be bad to say it, but it's possible that your business may be better off without these types of customers altogether. There should never be a customer service methodology that has tollerance for such a thought. But we find ourselves stuck between a rock and a hard place.

The only real solution is to continue to try to improve communication with customers. Attempt to find weaknesses in your day-to-day customer interactions, and improve them. And most of all, try to be as polite and accomidating as possible without insulting the customer. At the end of the day, people who enter your business with chips on their shoulders are most likely going to leave with the same chips. Don't hate- have pitty. They're the ones who can never be happy.

Stumble this article.

mynameisjonas @ 01/30/08 "i want lime green tires... like my light cycle" FredFredrickson @ 01/30/08 "That game kicks ass. We must play tron 2.0 next" the_legacy @ 02/01/08 "It's all so true. When I use to work at a movie theater people would complain that they didn’t like the movie. WELL WE DIDN'T MAKE YOU GO SEE IT!! They CHOSE that movie. Then they want a refund on their concession purchases (that are ½ consumed). There wasn’t a problem with the food, so why attempt to return it? Man people really push my buttons. Thank god I don’t work in that business any more. Now I just have to deal with some really dumb people who don’t know how to fill out forms. " Login to comment...

Return to main...