In fact, according to Bain & Company, 80% of CEOs believe they are providing excellent customer service, when only 18% of their customers agree. Clearly, there is a disconnect between what management thinks is happening and what the customer is really experiencing.
The bottom line: businesses with a reputation for treating their customers with great levels of service are noticed, and usually rewarded. When we hear of extraordinary customer service experiences, we tend to remember and gravitate toward companies that provide them.
Here are four examples of well-known businesses capitalizing on opportunities to provide next-level service to their customers. Let’s take a look at what they did and how mid-sized enterprises can apply these lessons to improve their own customer service experiences.
1. The John Lewis store in High Wycombe, UK, stayed open during a blizzard so stranded customers had a place to stay while the storm passed. Beds, sofas, duvets, coffee and tea were provided to over 100 customers.
Lesson: Go above and beyond. One of the quickest ways for a mid-sized enterprise to win loyalty is to give customers what they need, when they need it, and embrace any and every opportunity to bend over backward for customers in a time of need. Thinking outside the box and going the extra mile for your customers will not only boost your reputation, it’ll help you stand apart from your competition.
2. After a franchised Starbucks refused to honor the 10% discount given to Gold Starbucks reward members, the customer reached out to Starbucks to air his grievance. Instead of just responding to the unhappy customer, Starbucks corporate sent the customer a $50 store credit, going way above and beyond what the customer expected.
Lesson: Admit mistakes and take ownership of them. A quick response to remedy any customer service mistake helps show your customers that their satisfaction is your top priority. Mid-sized enterprises can achieve this by establishing policies and protocols that empower employees—especially in a B2B environment where the price of the product may be much higher—to resolve customer conflicts as quickly and efficiently as possible by apologizing, compensating the customer, or both.
3. As a way to promote highway safety, the South Carolina Highway Patrol partnered with the U.S. restaurant Chick-fil-A and rewarded drivers wearing seat belts with Chick-fil-A coupons.
Lesson: Provide your customers with added value. Even if your business does not typically provide ongoing customer service, you can look to partner with outside organizations to build a positive reputation among your industry and those you serve. Mid-market enterprises can bundle solutions or partner with other businesses to build visibility and trust, and improve their brand’s reputation. Offer an upgrade or a business care discount day to give customers something of value.
4. The merchandise retail store Bed Bath & Beyond sends out frequent discount coupons. Not only will stores honor them even after they expire, they will also gladly take multiple coupons and apply them to a single transaction. Back when competitor Linens & Things existed, BB&B accepted their coupons too.
Lesson: Make it as easy as possible for customers to give you their business. Similar businesses also offer coupons and discounts, but Bed Bath & Beyond really makes an effort to accommodate customers. Take the same approach and make sure it is easy to purchase upgrades or additional items and that there aren’t any roadblocks when it comes to doing business with you.
Forward thinking and companywide understanding of the standards of customer service will help build a positive reputation, customer loyalty and ultimately higher profitability. Customer service isn’t an option. All customers expect it, whether your company is big or small, consumer or B2B. And excellent service does not need to be complex or intricate. It can be simple, pragmatic, and quick. Lengthy loyalty programs are not mandatory, but instead have empathy, respect, common sense, and quick reflexes that resolve customers’ problems and address their needs.
By providing your customers with a great, memorable experience you not only make them happy, but you establish a legacy of excellence that positions your business for future growth.