August 2005 Article – Over the Top Customer Service
Over the Top Customer Service

What makes a business profitable? Aside from a myriad of factors related to profit, the most general and obvious one is: the customer. Customers feed businesses by purchasing their service or product, referring others to the business, and returning back to purchase again. Since customers are the life line to a company, they should be a primary focus when operating a business.

It isn’t enough to simply produce a quality product or service. Although this is necessary to instill customer commitment, it is only half of the challenge. The other half is servicing the customer in a way that produces such satisfaction that s/he wants to return again and feels confident in referring others to the business. Businesses that provide “over the top” service rise above the competition and multiply their customer base simply by providing a positive experience.

A negative customer experience that isn’t handled properly can cost the company more than they realize. The total cost of attracting new business is 5 times more than the cost of keeping existing ones. When a dissatisfied customer tells an average of 10-20 people about their negative experience, word spreads quickly and the reputation of a company can instantly change. This becomes more detrimental in an area in which there is greater competition for the product or service since up to 93% of unhappy customers will refuse to buy from a business again if they have a choice to bring their business elsewhere, with most customers not bothering to tell their reasons for leaving.

There are numerous factors related to “over the top” customer service. One factor in particular was witnessed recently while having dinner at the local Bonefish Grill in Bonita Springs. The employees all operated under what I call the “Team Approach”. This technique is excellent in ensuring the customer is well taken care of because the responsibility is spread out among more than one employee. Although the waitress was our main food server, there were other employees who took care of us as well. Another person served us our drinks, although our waitress was the one who took our order. This person also took the liberty to serve us a bread basket when she noticed we didn’t have one. Still yet another person served us our salads and she offered us refills on our near- empty beverages. Even though our waitress was the one who took the order, followed up on satisfaction and also took care of us throughout our meal, there were other staff members who watched for things like near- empty drinks, dirty plates, etc. that proactively took care of it without the customer having to wait for the one employee to do it all. This approach gives extra attention to the customer, allowing him to feel acknowledged and appreciated because he receives what feels like personalized service. The customer can sit back and enjoy an excellent meal without trying to track down the head server if he needs something. With multiple staff handling a table, needs are quickly fulfilled, leaving the customer satisfied and well taken care of. In turn, the head server is more available to go over the menu and assist the customer when s/he knows her other tables are being taken care of by other staff. It’s a win-win situation that results in a less- stressed server and a satisfied customer who will likely tell others about the positive experience and will most likely return again.

By developing a team approach to your business, you generate an attitude among your staff that is helpful versus competitive. There is a common goal among all your employees with them assisting one another in order to achieve it. This creates a positive environment that will be felt by one of your most important assets to your business – your customer. Go Team!