Critical Customer Service

By Thad Plumley

As my wife and I approached the registration area for an event blanketing the main floor of a hotel, the worker smiled and asked if we were picking up our registration materials.

Claudia said no and explained we were just there for the day and wanted to buy one-day passes.

The worker seemed surprised. “Oh, gosh. I’m sorry,” she said. “We don’t have those. There are only the three-day, all-inclusive passes.”

Still stiff from a two-hour drive, I explained the distance we had come and asked if there was something that could be done for us. A call was made. A few minutes later, the answer came back.

Nope. Negative. Nada.

Now, I know the mistake was ours. One hundred percent. Easy to say now, but we obviously should have emailed or called to check on what it took to take part in just a portion of the event before we got into our car.

But really?

I don’t care what the industry is, it’s hard getting and keeping customers. That’s why amazing, bordering on over-the-top customer service should be the goal for every employee at every business every day.

So again, really?

How about “I’m sorry we don’t have one-day passes, but we can let you in today if you buy one all-inclusive pass.”

Or what about this one: “I’m sorry we don’t have one-day passes. What do you really want to see today? Let me know and we can work out a cost for you.”

The event was hosted by a restaurant located nearby. So, there was even the option of “I’m sorry we don’t have one-day passes, and I’m so sorry you drove so far. If you head over to our restaurant, your first round is on me. I’m going to call them right now.”

Safe to say, there were plenty of options. And all were better than essentially singing “Hit the road, Jack” as Claudia and I spun on our heels and walked to the door we had entered just minutes earlier.

Customer service is arguably more critical than ever. First, it is simply hard to get a customer and even harder to get their repeat business. When you have one engaged—like we were—every option should be explored before saying no.

But what makes the market unique today is the two R’s—referrals and reviews. Positive word-of-mouth referrals are the most impactful form of marketing a business can get. A thumbs-up from a friend, colleague, or acquaintance is gold.

Online reviews are simply the lifeblood of customer inquiries. Most people search for their needed services online, and a positive review is as valuable as a recommendation from a dear friend.

Companies need to do everything they can to get customers to talk about their amazing experience with them, or better yet, write a glowing review after the work is complete.

And it cuts both ways. Circle back to my tale. Do you think I have shared with my family and friends the story of my highway tour? Yep.

Do you think I am ever going to recommend that restaurant? Nope. Negative. Nada.

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Thad Plumley is the editor of WWJ and the director of publications for the National Ground Water Association. He can be reached at tplumley@ngwa.org, or (800) 551-7379, ext. 1594.