Customer Care as Key Element of Business and Career Triumph
Where Success Begins
Atton Institute unique and highly useful book

The greatest theory in customer service is to find the common ground between expertise and flexibility.

By committing to expertise and providing great service through flexibility, we can achieve the right type of customer service. Some companies are stuck in delivering bad client service and that becomes apparent through factors such as:

  • Inability to innovate and adapt to new changes;
  • Inability to offer specialized services in a quick way;
  • Obeying the standard “golden rules” without adapting them for modern times;
  • Maintaining a stressful and depreciative environment;
  • Not investing in human resource training and development;
  • Following the same patterns of management from the past;
  • Focusing on sales and profit with disregard for social impact.

At the same time, companies that are willing to change but choose inefficient methods end up with good or decent customer service. Common, decent client service is defined by the following:

  • Using creative marketing but not creative management;
  • Offering specialized services but not specialized employees;
  • Adapting some of the golden rules but not innovating;
  • Investing in standard training for employees with minimal effort;
  • Changing processes at the employment level but not at the management level;
  • Focusing primarily on sales and adding friendly marketing content.

Most new companies follow the pattern of good and decent customer service, even though we have seen in the first part of this book that client behavior has changed quite a lot. Buyers are now much more demanding and well-informed than in the past.

How do you create the right kind of customer service, then?

Companies that focus on offering the right type of customer service excel at quick reactions. Moreover, they adapt their client service to suit the different personalities of their buyers. The right kind of customer service is not found in theories, but in practice. Each company creates its own set of rules according to their individual size, management levels, personality of employees, specialization of employees, and target market.

Now that we have gone through the basic theories of client service, we have an understanding of the starting point for developing an excellent customer service system. We can look at the engines behind business interactions and analyze the rate of success in doing business the right way. We will explore the right type of client service seen in several case studies and pinpoint the companies that are practicing it.