The Willingness to Genuinely Serve Your Customers

by Scott JeffreyOct 20, 2010

People “get” what you’re feeling—consciously or not. If you don’t really care about your customers, they’ll be the first ones to know.

Great brands don’t just create meaningless slogans like “Customer Service Excellence”—they champion customer-centric values as a way of operating every aspect of their business.

These businesses excite us and make us happy to conduct business with them. It’s a symbiotic relationship between business and customer. The business provides products and services customers need and, in turn, the customers willingly patronize the business and support its existence.

Have many companies forgotten about the nature of business itself?

Outstanding businesses go above and beyond to better their customers’ lives:

• L.L. Bean wants you to be completely satisfied with your purchase. Don’t like the way a shirt holds up after a few years of use? Return it—L.L. Bean has no time limit on customer satisfaction.
• Online retailer Zappos offers free shipping both ways and a 365-day return policy.
• Along with one-click shopping, Amazon offers a Prime program that gives customers free 2-day shipping on most items and their Subscribe and Save feature offers both convenient and economical shopping.
• In addition to creating beautifully-designed products, Apple supports their Mac User Groups (MUGs) and Genius Bar to help educate their customers on how to better use their Apple products.
• Harley-Davidson sponsors HOG groups around the world and annual mega-rally events.
• Search and online advertising giant Google offers a robust offering of free services that help their customers in their daily lives from Google Reader, Google-411, Desktop Search, Google Earth, News Alerts, Google Calendar and Google Docs.

What does your business do to better serve its customers?

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