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

2.3 Do’s and Don’ts of Customer Service – The Main Rules and Related Practices

In this section, we will take a look at everyday practice in relation to the customer service theories we have discussed so far. We have selected examples from different industry sectors and small, medium and large enterprises. It’s important to take a look at practices in different circumstances in order to see how companies have to adapt their client service depending on management, employees and consumer target market.

When trying to plan a customer service system, as the owner of a company you have to take into consideration the fact that the impact will be felt at all three levels – management, employees and client service. Throughout this book, we repeatedly mention the fact that in a business cycle, the three pillars (management, employees and “customership”) are interconnected and interdependent; any change that happens in one of the pillars leaves visible effects on the others. When we look at the practices of companies that we know either as employees or as consumers, we will get to understand this dynamic between the three pillars. Please keep in mind the fact that the managers come up with the mechanisms of customer service, while the employees are the pieces of the mechanism; we can only achieve the right kind of client service by reaching high scores in both management and employment levels.

This correlation between management, employment and “customership” can help us describe a company’s client service and make predictions based on it. In order to predict whether a company will be successful in delivering excellent customer service we first have to look at the profile of the owner. We will first look at the way some business owners envision client service and then we will examine their employment process. After looking at these two levels, we will make assumptions about the success of their customer service. Later on, the case studies will help us see how the profile of the owner and the employee behavior will form the client service.

When looking at the practices of a company, we need to know who is behind the foundation of the company. The main operators of the company have a huge influence on how business protocols are carried out, how employees work and how they treat buyers.

Envisioning the customer service from business owners’ perspective

We are going to look at owners of different businesses and see how they perceive the importance of customer service. These business owners have been selected from a large pool of companies in order to include both small and large companies. Successful or not? We will see in the following paragraphs:

One of the richest people in the world, the co-founder of the Microsoft Corporation, is Bill Gates. He has been in the business world for more than 40 years. He started off with a small company specializing in software services that soon became popular; he began to make extremely profitable business deals. He now leads a multibillion dollar business in the computer sector. Bill Gates’ experiences in the business world and years of interaction with clients led him to claim that:

“Your most unhappy customers are your greatest source of learning.”

Bill Gates

His words show that offering a great deal of attention to unsatisfied customers will drive your business to success, because based on their opinions you can develop and increase your business’s performance. We learn from Bill Gates that successful customer service reaches out to its unsatisfied customers and listens to their opinions.