Customer Service – Isn’t It the Little Things That Matter?

In Charles Dickens’ book A Tale of Two Cities, he starts by saying “These are the best of times, these are the worst of times.”  Within the last week, I experienced the best customer service and the worst customer service I have ever experienced.  They were both pertaining to doctor appointments and scheduling.  The worst customer service experience was about an appointment for a minor surgical procedure.  This doctor was very busy and it was difficult to make an appointment, but I was able to make an appointment 5 weeks later.  Fifteen minutes before I was ready to leave for the scheduled procedure, I received a phone call cancelling this appointment because of an emergency the doctor had.  

I asked when it would be re-scheduled, and I was informed that the doctor was busy for the next 3 weeks.  Then the person informed me that he would have to get back to me.  I did not receive a phone call the next day, but I did call the office and left a message which was never returned.  Then, I called back and I was told that the other doctor in the office could do the procedure two days later, and I did take the appointment.  Why wasn’t I told this before and why did I have to make the call?  The bottom line: I did not receive a feeling of professionalism and consequently cancelled the appointment.

I am sure the doctor would probably have done a great job, but because of an arrogant “I am doing you a favor” attitude, he lost a patient and probably doesn’t even care.  However, if this happens enough times, he will care.  

Now contrast that with another doctor’s office that confirmed an appointment in advance.  When I was there for the procedure, I was taken right on time.  Everything that was going to be done was clearly explained (I had received the same information in advance).  Then I received follow-up calls, not just the day after but also 3 and 5 days after just to be sure everything was OK.  

How does this all apply to us rests in the area that I believe is the root cause of 90% of all customer service issues we face.  That is: controlling expectations.  What did I expect from both of these experiences?  I think basically the same thing: a reminder call, a short wait, a clean office, the procedure done in a professional manner, and a follow-up call.  But that’s not true.  If you read carefully what I wrote and what I was complaining about, you will realize that the part that really annoyed me the most was not so much the change in appointment, but rather the “attitude of the service provider”.  He didn’t make me feel important.

So, is it the services that you offer or is it the way that service is delivered that is more important?  There are two parts to every business transaction.  There is the business part, such as all of the items that are mentioned like reminder calls, clean offices and follow-up calls.  However, it is the human part that creates delighted customers, raving fans, and the coveted word of mouth advertising we all seek.  

I have probably described this wonderful service experience to 15 people of how impressed I am with this talented doctor. He truly cares about his patients because he has created an atmosphere and a way of doing business that makes the customer feel important and special.  How are you making your customers feel important and special?  

I have always been of the belief that service is selling and selling is service.  When you are servicing a customer well, you are truly selling yourself, which is the first step of selling anything.  It is difficult for any of us to buy from someone we don’t like or respect.  The bottom line is as Walt Disney said, “everything speaks”.  The attitude of one person reduced the business revenues and created a negative word of mouth effect. On the other hand, the management of another business increased revenues and created positive word of mouth advertising.

The sad part about this scenario is that they don’t even realize what they are doing and the effects they are having on their business.  The reason for that is it is a slow growing cancer that eventually will kill a business.  What is the solution?  Have a friend shop your store, hire a mystery shopping company, and if nothing else, walk through your store and your procedures the way a customer would.  It might just change the way you do things.  It’s the little things that matter.