In the Eye of the Customer

by Jean Houston Shore, CSP, CPA, MBA
Copyright 2007

"By investigating our organizations' cultures and rediscovering our own personal values and beliefs, we set a course for achieving not just compatibility but synergy."

If you’ve ever boarded a 737,a 747, a DC-9, or any other commercial aircraft, you have an opinion about customer service. Let’s say that your flight departed on time, arrived early, had no bumps or engine malfunctions, and you ate two bags of those yummy roasted peanuts. What would your customer service rating for that airline be?

That’s actually a tricky question. You see, customer service experiences depend on whether what the service provider gives (departure and arrival times, safety, food, atmosphere) falls below, meets, or exceeds the expectations the service receiver (you) had for each item. A recent example from my travels will illustrate.

EXPECTATIONS RULE

I was traveling from Atlanta to Newark on XYZ Air (If you really want to know who it was, give me a call!) As we boarded the airplane, a friendly, outgoing flight attendant greeted each passenger. He noted my pull-aboard suitcase and told me that Janey, the flight attendant in the coach cabin, would be glad to help me secure my luggage. I breathed a sigh of thankfulness. Janey was going to help me!

You see, while my suitcase is regulation size, that day it was very heavy, loaded with training manuals for a seminar I would be teaching. I knew that some airplanes have handy closet areas and that if I could find one I could stow my suitcase without having to lift it above my head. A good solution for everyone.

So I happily wheeled myself down the aisle to Janey. I asked, “Could you please help me find a place for my suitcase? Maybe there is a closet available?” She replied, “No, there’s no closet. You’ll have to find some room around your seat.” I countered, “The bins above my seat are already full. Can you help me find another place?” She replied, “Why don’t you take a look around the other seats and see if one of the overhead bins are open?” I sensed that Janey wanted to be rid of me, so I complied. “Okay,” I mumbled and wheeled myself back up the aisle. After I had found a spot and had tried unsuccessfully to hoist my suitcase into it, I walked back to Janey. “I’ve found a place,” I said. “But could you please help me lift my suitcase into it?” “No,” she said coldly, “you should get one of the passengers to help you.”

By now, I was fed up with Janey. I turned around again and said (just to clarify my situation) “I’m not sure if you realize it, but that very friendly flight attendant up front is telling people that you’ll be happy to help us with our luggage if we need help.” I will never forget her instant reply, “But ma’am, I AM HELPING YOU!”

Unbelievable. I guess Janey thought she was helping. But customer service is in the eye of the customer, not the service provider. And that friendly guy up front had raised my expectations about the level of service I could expect to receive from Janey. As you might expect, my rating of that airline’s customer service would have been low.

A LESSON FOR SERVICE PROVIDERS

Here’s the lesson for us as providers of service to customers. Don’t think that you are providing exemplary customer service just because you are following your internal guidelines for customer service quality. In today’s marketplace, expectations are being raised to new levels. Everyone wants answers yesterday --if not sooner! Thanks to your competitors, price competition is escalating, too. The ONLY way we can be successful in the area of customer service is to apply something we have known all along.LEARN TO THINK LIKE YOUR CUSTOMER. That means frequent, in-depth customer interactions. It means really listening to what they say. It means uncovering their priorities and understanding how your products or services fit within those priorities. And, in these changing times, it means being willing to change your service or product on a dime.