It’s not just what happens that matters, but how a company responds to something that matters.
This issue of Business Week has a great cover story “Extreme Customer Service”. The article showcases Amazon, and explains how when things go wrong with the customer experience at Amazon, the company aims to make things right for the customer with its customer service.
…when things go wrong at Amazon—and they occasionally do—the company’s employees get involved. That may be where Amazon stands out most markedly from other companies, and helps explain how the company earned the No. 1 spot on BusinessWeek‘s customer service ranking this year.
One recent February day in Manhattan, Jeff Bezos… talked about the distinctions Amazon makes between customer experience and customer service. The latter is only when customers deal with Amazon employees—and Bezos wants that to be the exception rather than the rule. “Internally, customer service is a component of customer experience,” he says. “Customer experience includes having the lowest price, having the fastest delivery, having it reliable enough so that you don’t need to contact [anyone]. Then you save customer service for those truly unusual situations. You know, I got my book and it’s missing pages 47 through 58,” he says, breaking into a booming laugh. Fixing customers’ problems builds loyalty with people, says Bezos.
What’s YOUR take? What are examples of superior customer service that have turned you into a loyal customer and maybe even a promoter? What are examples of customer service that have turned you into a detractor?