I recently had the wonderful opportunity to interview Brian Hamilton on Amazing Business Radio. It was an interview packed with insights involving customer service.
Hamilton is the chairman of LiveSwitch and an entrepreneur who has started, built up, and eventually sold numerous businesses.
At the end of every show, I usually ask, “What last nugget of wisdom can you share with our listeners?”
Hamilton shared a striking answer: “The enemy of customer service is pride.”
As he explained the thinking behind this profound statement, I knew I would write about it and discuss it.
If you’ve been following my work, you know one of my favourite ideas is that the customer is not always right. Let’s use that as a starting point to understand how pride can be the enemy of customer service.
When we’re taught by the boss that the customer is always right, and one day a customer makes a statement that isn’t right or accurate, we have conflict. Maybe the customer is argumentative!
We have been taught and told – maybe even ordered – to treat that customer as if they are correct; however, they are not.
For example, what happens if you have a liberal 30-day return policy and the customer comes to return the item on day 60, insisting they were told the store had a 90-day return policy?
Can you see the conflict? They are wrong, and that conflict is where pride kicks in and gets in the way of good customer service.
For some, it’s hard to put pride aside and empathise with the customer’s errant point of view.
While we may not directly tell the customer they are wrong, we may say something combative or argumentative — even if we say it nicely.
When pride gets in the way, we might find ourselves thinking the following:
“I know more than this customer” or “They clearly don’t understand how our system works.”
Those thoughts are our pride getting in the way of serving our customers at the highest level.
Instead, consider this idea: Listen without interrupting, even if you know they’re wrong.
When you finally talk, choose the right words to avoid escalating the situation. It's important to empathise and acknowledge their frustration or concern.
Focus on finding a solution rather than proving who’s right.
Remember, the goal isn’t to win an argument. It’s to win the customer. When we let go of pride and focus on helping, we create better outcomes for everyone involved.
So, the next time you find yourself in a situation where you know the customer is wrong, ask yourself, “What’s more important, being right or being helpful?”
The answer will guide you toward better customer service.
Don’t let pride get in the way of good customer service!
Simple service tactics
I was recently asked in an interview, “What are the easiest and least expensive customer service tactics a company can implement?”
It’s a great question, and I want to take it a step further and include employees in my answers. So, keep in mind that my answers can apply to employees as well, not just customers.
Sometimes, the best strategies don’t have to be complicated or expensive to be effective. They are 100 per cent common sense, but as you’ve heard me say in the past, common sense is often not so common.
• Just be nice: The number one reason customers will leave you is the opposite of nice: rudeness and/or apathy.
Whether they know it or not, customers want to feel like you’re engaged and care about them. A smile and a positive attitude go a long way.
• Show respect: Honour the time of your customers, value their opinions, use their names appropriately, actively listen to them, show sincere interest in them, be courteous, and be professional.
• Be helpful: Even if you can’t help, have a helpful attitude. It shows you care. And if you add to that a smile – as in being nice – it’s an excellent combination that will make customers appreciate you.
• Do what you say you’ll do: The fastest way to lose your customer’s confidence and trust is to not follow through on a promise. That promise can be simple. Don’t make promises you can’t keep.
• Say thank you: Don’t forget to show appreciation to your customers. You can say it in person, on the phone, via email, or write an old-fashioned handwritten note. Never miss the opportunity to say, “Thank you!”
I share these simple ideas to remind us that sometimes the best gifts aren’t always expensive.
Sometimes, they are even free!
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