Customers have a role in good customer service

There are numerous studies and papers on customer service from the perspective of the customer. These studies often fall into the category of the customer’s experience. These studies are helpful to those organizations intent on improving their market share through better customer service.

Last week I was in a sizable convenience store. They sold madetoorder deli items, extensive coffee offerings and the typical refrigerated beverages and snacks.

As I was about to check out, I got in line behind one person who was being waited on. The second cashier ask whether he could help me check out. I agreed and he motioned me to walk around the counter to where his cash register was located.

When I arrived to check out he thanked me for walking around the counter so that he could help me. He then surprised me by saying, “Since you walked around the counter so that I could serve you, I will comp your coffee today.” Wow! I was being rewarded for being a good customer.

Let’s unpack this situation. I was in line and offered another service alternative. The

cashier wanted to remain busy and balance the workload with his team member. I walked a few steps and was rewarded with free coffee.

I contend that more often than not, when you are a good customer you receive better customer service. I think that many of you will agree with me on this one. When we have been on the delivery side of customer service, it’s easier to realize how important it is to reward a good customer.

A good customer is a relative term. There are numerous attributes that might fit the good customer profile. I would submit items on most of our lists might be: a smile, a polite social mannerism, knowledge of your problem or need, and empathy for the person delivering the service. Interestingly enough many of those attributes are the same ones organizations look for in their customer service delivery team members. I particularly like the smile, and if you listen very closely, you can almost hear a smile over the telephone.

We must keep in mind, as I have written in previous columns, that we have numerous customers with whom we must interface on behalf of our organizations. Certainly, direct customers come to mind first, but let’s not forget our vendors, team members, regulators, communities, integrated suppliers — and the list goes on depending on your organization’s environment.

As we approach the holiday season, think about being a good customer. The person behind the counter at the retail establishment, or the person serving coffee at the highway rest stop or the repair person at your home or office, each of them will probably appreciate a good customer encounter with you.

Chuck Burton / Associated Press file Cashier Liz Moore, right, checks out customers Christie Meeks, center, and Lisa Starnes, left, at a Kohl’s store in Concord, N.C.