I’ve written, spoken and advised about great customer service for years. Not too long ago I had an epiphany: I was emphasizing the wrong thing.
Don’t misunderstand. Customer service is important. But it is a tool, not the structure you are trying to build. It is a means to a more important end.
What really matters is customer success. Is your customer more successful because they did business with you?
Their day was easier.
The product solved a problem.
The experience enriched their life.
Your investment product created financial security.
Your food was enjoyable and yet healthy.
Customer service is a conduit, a delivery process, for helping to create customer success. It isn’t the only factor nor always the most important one (blasphemy to some, I know).
The problem is an over-emphasis on customer service constricts our thinking. It limits our vision. It focuses on the how, not the why.
So instead of thinking, “How can I best serve customers?”, try a different question. Ask yourself, “How can I help make customers more successful in ways that are important to them?”