by Constance Ruth Clark

Created on: June 18, 2009   Last Updated: July 01, 2009

Customer service is almost a lost art. This is in part because people in general are much less polite than in the past. We have become, as a whole, a very selfish and rude society. This can make providing excellent customer service difficult at times when the customer seems impossible to please. One of the most flattering things for a customer is to be treated as if they are important for your business and you will do anything to ensure their happiness with your company and product. This knowledge is often enough to keep them coming back. For an example of this practice in action, take a look at LL Bean in Freeport, Maine.

LL Bean is undeniably one of the leaders in customer service for several reasons, but the one that stands out in most and keeps people returning is the 100% guarantee on all their products. If something wears out or you are unsatisfied with what you purchased for any reason, they will exchange it with little to no hassle. There are a lot of customers who take advantage of this service and who are fully satisfied with the results. Those who don't are still satisfied because they know if there was a problem with their merchandise it would be immediately resolved once brought to the company's attention. They are more likely to purchase another product from LL Bean from this knowledge alone. This dedication to great customer service helped LL Bean to grow from a single store in Maine to a huge corporation with stores all over the world.

The cardinal rule in great customer service is treating the customer you are serving the way you would like to be treated in their place. If a customer feels they can not only get their issue heard but resolved in a manner that makes them happy they will be more likely to return. Great customer service isn't something that is only given once a customer is unhappy with your product or service and calls in to complain. It is something that should begin with the customer's first contact with employees and continue throughout their relationship with your company.

The first rule in politeness is to smile. Words are just words unless they are accompanied by a smile. Think about it for a minute. When someone looks you in the eye and gives you a smile while serving you, doesn't that make you feel better? And when you feel better about how you've been treated as a customer, doesn't that make you want to go back? Isn't that what you want your customers to feel? When a customer feels like they've been treated well, they are more likely to return for your services or product.

Consider hearing "How may I help you?" in a deadpan, bored voice from a salesgirl who is not making eye contact and obviously could care less if she helped you or went back to her texting. How would that make you feel? What if you heard the same phrase from a person making eye contact and wearing a big smile? Wouldn't you feel better about speaking to them and using their services or products?

There are companies who pride themselves on great customer service and there are companies who don't. The difference in customer satisfaction actually has made a difference in customer volume. Companies who go from having uncaring attitudes toward their customers to making customer service their top priority report greater customer satisfaction and company growth as a direct result. Those results speak for themselves and in the end everyone is happy.

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