Customer Service - Don't Let It Become Just Lip Service By Carmen Daecher

Have you flown lately? I do all the time. I think that the airlines are in serious trouble - not just because of 9/11, but because they have compromised customer service in every way. No snacks; rushed beverage service; flight attendants who sit down and do puzzles or chat among themselves rather than making sure passengers are comfortable; abuse of luggage; etc. Customer service, supposedly in the interest of staving off bankruptcy or worse, has been sacrificed. How paradoxical is that?

But the airlines aren't the only companies who provide lip service to customer service. Utility companies are another great example. I have to press at least five phone buttons before I can talk to somebody. Then there is nothing that person can do to help me with my problem. I have to start over and press new buttons. And, what irony that it's on a phone that I cannot get through to my phone company.

Customer service is taking a beating everywhere. And as a customer, I'm not happy about it.

I think the web has had a major influence on the demise of customer service. Actually, technology in general. For example, I can arrange my trip; pay for my ticket; and receive my boarding passes without ever talking to anybody. The first time I would talk to anybody is when I board the plane or the train. I guess that's called efficiency. But boy do I get upset if I find out I could have had a more effective itinerary or have received a lower price or have gotten a better seat. Where was the customer service in this equation?

And (so long as I don't have to press five buttons before I talk to somebody who doesn't know how to help me) using the phone and talking to a person to take care of these issues I think takes less time than trying to do it on the web. The bottom line is that many companies are trying to make customer service self service.

How is your customer service? Is it lip service or is it the type of value that a customer would expect? Since I consider myself a "customer" here is a quick list of items that you might consider to impress me or keep me happy and to convince me that when you say "customer service" you mean it:

• If the web can be used for bookings, do you have someone follow up by phone or to thank the customer and find out if there are any concerns or special needs.
• Do you welcome passengers aboard - not just at the steps of the coach, but also once everyone is in their seats. Saying hello; explaining the safety and convenience features of the bus; and encouraging passengers to point out concerns or unusual situations or conditions during the trip; make passengers feel like they "belong".
• If the interior of the coach in tip-top shape? Is it clean; is the restroom acceptable; do all seats work? Getting onto a coach and seeing broken seats, missing end-caps, etc. spells "lip service" rather than customer service.
• What about leg room? Don't be like the airlines - give me comfortable leg room (before and after the seat in front of me is reclined). I don't need skinning my knees on my pants because of rubbing the seat back.
• Offer amenities such as theme music. If you have a group of elderly citizens on a trip, I'll bet they would love some big band sound.
• What do you have to read? Looking out windows isn't the only thing to do if you want to relax. Having some good reading material (and that might even include some safety reminders and more information about your company) would be a great addition to a coach trip.
• Have the driver point out places of interest as you pass them. Providing these little additions can mean a lot.
• Make sure I can get decent food. Wherever you take me, allow me to get more than just burgers and fries if I choose.
• Wherever you provide or plan for accommodations for me, make sure they believe in the same level of customer service as you do. Nothing can spoil a trip quicker than a bad night or a bad situation at a hotel or some other facility.
• When a prospective customer calls your company, have a real voice answer. Nothing is more impersonal than a recorded voice answering the phone.

This list could go on and on, but your thoughtfulness and your effort in creating a consistently enjoyable and memorable experience for your customer will distinguish you from others as knowing what customer service is all about.

From where I am sitting, lip service regarding customer service has no value and will hurt you more than it can ever help you over time. When it comes to customer service, the old saying is absolutely true: "Actions speak louder than words".

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