Perfect Service Magic Comes From Wowing Current Customers

Not Related But A Funny Advertisement About Service

I am spending some time in Wisconsin these days, and I noticed an interesting phenomenon on the radio. At least 80% of the advertisements for local businesses promoted their high levels of service, their moneyback guarantees, and their industry rankings for satisfaction. All types of businesses were advertised: health insurance, roofers, car dealerships, and security firms. And most tried to position themselves as the market's service leader.

I am of two minds about this:

1. I think it is great that companies believe selling service satisfaction is a viable competitive weapon. They are counting on a sizable segment of the population to positively respond to the idea that being satisfied with the service is more important than having the lowest price or the most progressive features.

2. I worry that promotion of premium service is not over-hyped to the point of numbness. And that this is viewed as a way to get new customers, and then under-delivered. It reminds me that 80% of companies in a recent survey said they wanted to use the customer experience as a competitive differentiator, yet only 40% had any type of formal service program in place.

I hope that these offers are truly well thought out, and that when customers are attracted to the offering, the company can deliver on the promise. After all, saying you have the best service is easy to do, but much harder to deliver.


My View

While advertising for new customers is important, Perfect Service programs focus on your existing customer.

• By delivering a premier experience to that customer, an asset is created that continues to grow. The customer will stay with you, buy more from you, and serve as a reference for future sales.


• The customer experience is designed based on a model for a "perfect" or ideal transaction. All aspects of the delivery of that perfect transaction are measured and improved upon. The feedback is frequent and instantaneous.


• Satisfaction is unconditionally guaranteed.


• Client satisfaction success stories are trumpeted throughout the organization.

Only then can a company confidently go to the marketplace and tout its services. And the experience will match the promotion.