62 Amazing Customer Service Tips and Quotes: "We Make A Living by What We Get. We Make A Life by What We Give."

62 Amazing Customer
Service Tips and Quotes

Time tested ideas and suggestions to keep
your customers happy and loyal.
by Kevin M. Stirtz
We make a
living by what
we get. We
make a life by
what we give.

-Sir Winston Churchill
www.AmazingServiceGuy.com
The New Era of Customer Service

We are in a new era of customer service. In fact, at the risk of sounding clich, Id even
call it a new paradigm. Because much of what worked in the old days is just not effective
any more. Many of the attitudes toward customer service are no longer relevant or useful
to people and organizations who want to be successful.

The new paradigm of customer service calls for people and their organizations to work
together better than ever before. It is embodied in two concepts. They are the
fundamental values behind every action and every decision.

They are: To Serve and To Connect.

As we work with our customers, we need to make sure we are constantly meeting these
two standards. We need to serve them and we need to connect with them.
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62 Customer Service Tips & Quotes
Care more than
others think
wise. Risk more
than others
think safe.
Dream more
than others
think practical.
Expect more
than others
think possible.

-Howard Schultz
www.AmazingServiceGuy.com Kevin M. Stirtz Copyright 2013
To Serve

When we serve our customers, we help them get what they want. We put them first. We
focus our resources on helping them accomplish what they want to accomplish. And that
is why customers come to us in the first place. They seek our help to accomplish
something good or to avoid something bad. They are looking for a specific outcome and
they want our help making it happen.

But, we need to do this in a way that works for us and our organizations. It needs to be
sustainable. We need to be able to not only serve our customers but serve them well
better than anyone else. And we need to be able to make a profit doing so.

If we serve our customers in a way that is not sustainable then well disappear. And well
lose the ability to continue serving them. Whatever we do, it has to work for us as well as
our customers.

To Connect

When we connect with our customers, we get to know them. We do this by having
conversations with them. We talk and listen. And we keep talking and listening because
connecting is an ongoing thing. Its about building relationships with our customers.

The only way we can serve our customers is if we know what they want. To discover this,
we have to connect with them. And if we want them to remain our customers, then we
have to have a continuing conversation with them.

If we connect with our customers in a way that develops a trusting and ongoing
relationship and a persistent and transparent flow of information, then well be able to
serve them.
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Customer
service is just a
day in, day out
ongoing, never
ending,
unremitting,
persevering,
compassionate,
type of
activity.

-Leon Gorman
The New Paradigm

So the new paradigm of customer service requires that we put away the old tools, the old attitudes
and the old rules.

No longer is business about selling, pitching or coercing. No longer should companies try to limit
what their customers know or force them to buy what the company wants to sell.

Its no longer an us vs. them world. Business is no longer a battle between customers and their
suppliers. Those days are gone.

The purpose of business is to help their customers get what they want in a way that is sustainable.
We do that by serving and connecting with our customers.

To help us thrive in this new era of customer service, I have developed a model I call Amazing
Service. It helps us organize our thinking and focus our actions so we can work successfully within
this new paradigm rather than fighting against it.

What is Amazing Service?

For decades people have been saying we have to deliver great customer service. Theyve used
terms like excellent, superior, super, over the top, wow! And just about any other similar adjective
you can think of.

The problem is not much has been said about what this higher level of service is. How do you define
or describe it? How do you identify it? Even better, how do you know when youve reached it?

Good news. Ive fixed that problem.

I call it Amazing Service. And Ive defined it for you. So now its easy to know when you or your
organization are delivering the customer service that you should deliver.

Use these four requirements as your goal:

1. You are giving your customers what they want, plus a little more.
2. In a way that works for you.
3. Better than anyone else.
4. With every customer, every time, no excuses and no exceptions.

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Customers
who are
merely
satisfied
remain your
customers
only as long as
everything
goes their
way.

-Chip Bell
Why Does Amazing Service Matter?

Amazing Service can make your company more profitable. Heres why.
Intuitively we know that when we serve customer better they will (most likely) be more loyal. And,
more loyal usually means some combination of these three actions:

1. Increased retention
2. Greater share of wallet
3. More referrals

I think we can agree these are good things. And, I think we can presume that if these three things
happen to a greater degree in our company, we can expect (all other things being equal) that
revenue will rise and expenses will fall, thus producing greater net income.

Long term, if we do a better job giving our customers what they want (in a way that works for us)
we should have a healthier, more sustainable organization.

This makes sense to most of us. But many people like to see data and numbers (hard numbers) that
support these claims. So, in the interested of serving as many people as I can in this short space,
here are some statistics that tell us why Amazing Service is so important to our organizations.

First lets look at why customer loyalty is so important to revenue and profits.

The Harvard Business Review has this to say about the subject of customer loyalty:

Profit and growth are stimulated primarily by customer loyalty. It goes on to say: Loyalty is a
direct result of customer satisfaction.

In other words, if we focus on increasing customer loyalty, then we should expect better profits and
growth in our businesses.

Bain & Company found that a 5% increase in customer loyalty can lead to a profit increase of
anywhere from 25% to 95%.
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Do what you
say you are
going to do,
when you say
you are going
to do it, in the
way you said
you were going
to do it.

-Larry Wingett
Why Does Amazing Service Matter?...Continued

They also discovered that it costs from 6-10 times more to acquire a new customer as it does to
keep and existing one. Keeping your existing customers coming back costs 80-90% less than it does
to replace them.

Finally, the Brookeside Group has found that a 1% increase in customer loyalty can help decrease
operating costs by as much as 10%.

So, we have three objective organizations specifically stating that increasing customer loyalty can
improve revenue and profits.

Now, lets see how customer service is tied to a companys performance.

First is a study done by the American Society of Quality Control. They found that 68% of customers
who leave a company do so because of how they were treated. This means, that of customers who
did not come back, 2 out of 3 left because of bad service. Bad customer service drove them away.

Ive heard that the average business loses 15% of their customers every year. If thats true then its
fair to suggest that a typical company could lose 10% of their revenue base every year due to bad
customer service. Thats a 42% revenue loss in a 5 year period.

Next, Arthur Middleton Hughes cites a study that shows customers who received better service
increased their purchases by 57% over and above those who received average or typical service.

The study he cites found the average customer for the company studied increased their purchases
by $4300 when they received a higher level of service. And, that higher level of service only cost the
company $83 per customer.

An $83 investment in customer service brought in $4300 of revenue per customer. Thats a pretty
good return on investment.

We have strong data that shows how increasing customer loyalty can lead to better financial
performance. And we have data that shows how improving customer service should lead to more
customer loyalty.
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Dont try to tell
the customer
what he wants.
If you want to
be smart, be
smart in the
shower. Then
get out, go to
work and serve
the customer!

-Gene Buckley
Amazing Service is Good for Business

Do you have any doubt that improving customer service is good for business?

If not then youve come to the right place. This book is all about helping you and your
organization improve customer service. It contains 31 Amazing Service Tips that can help
you improve the quality of service you deliver to your customers.

Youll also find a customer service quote that relates to the rule on the page it shares.

Together these provide you with 31 lessons or modules you can use to work with your
staff, team or co-workers.

Use these in any way you want to improve the service you deliver to your customers. At
the end are some suggestions to help you put these to work.

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Providing great
customer
service is the
most natural
activity in the
world. Its fun
to help others
because it feels
good.

-Kevin Stirtz
Amazing Service Guys Customer Service Tip #1:

Youre here to serve your customers.

We all get busy in our jobs. It seems there are always more things to do than any one person could
possibly get done. From meetings to special projects to covering for co-workers. The list never ends.

Its a wonder we get anything done at all!

This is why we need to remember our priorities. No matter how many things we have on our task list
(or piled on our desk) there is always one priority thats more important than all others.

Our customers.

No matter what our job is, we need to be doing something that helps our customers get what they
want. No matter what our role in the company is, our work needs to play a part in helping our
customers accomplish their goals.

Jan Carlzon, former president of Scandinavian Airlines said this:

If youre not serving the customer, your job is to be serving someone who is.

When we forget this, we risk deploying fewer resources to serve our customers needs. Fewer
resources means were less likely to do the best job we can for our customers. And it means were
leaving the door open for competitors who are willing to do what it takes to serve our customers
better than we are.

There is no room for waste in any company. Any role or activity that does not lead to a happy
customer needs to be looked at closely. Is it critical to the company or not? If not, find a way to
redeploy those resources.

Running a business means helping our customers get what they came to us for. Thats why were
here.
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Youre Here to Serve Your Customers

A man without
a smiling face
must not open
a shop.

-Chinese Proverb

Remember your customers name.

Years ago I heard a quote that goes something like: Nothing is sweeter than the sound of
a persons own name. I dont know who first said this but I agree with them. When we
hear someone say our name, it brings us closer to that person. It suggests they are a
friend. At the very least it says they care enough to know and use our name.

When you use a customers name, you break down a lot of barriers that can block
communication. You position yourself for a better relationship with your customer. Plus it
helps you remember and recognize your customers. Its easier (and more fun) to
acknowledge them when you can use their name.

In fact, as I write this, I am sitting in the waiting area of my auto service place (the only
one I use). When I call or stop in they know me. They know my wife. They know my car.
And if Bruce, the owner is in, hell come out, shake my hand and chat. I never have to tell
them who I am. (I feel like Norm at Cheers.)

A big reason I stick with Bruce and his crew is because they make it a point to remember
their customers. That makes me feel important. And it all starts with my name.

Earlier today I was chatting with a friend whose family is in the restaurant business. He
told me a story of how his grandfather used to show him how to welcome guests to their
restaurant. He said its like welcoming a guest into your home. And it works because his
familys restaurants have some of the most loyal customers in the business.

This is an easy way to keep your customers coming back and it costs nothing. Make this a
standard for your organization. Commit to using your customers names whenever
possible when you are in direct contact with them (even email). Get everyone in your
organization doing this. Then watch what happens. I think youll like the results.
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Remember Your Customers Name
Nothing is
sweeter than
the sound of a
persons own
name.

-Unknown

Make your customers smile.

To some people this might seem a little too mushy, too warm and fuzzy. After all, isnt it
more important to give our customers what they want? (There is research that says
customers will be more loyal if they get what they want rather than just being treated
well.) And thats precisely why this rule is so important.

Making our customers smile is not just about treating them well. Of course, that IS
important. In fact its necessary. Two thirds of customers who leave (and dont come
back) do so because of HOW they were treated.

Making customers smile is easy. Just do this:

Give your customers a positive and memorable experience EVERY TIME.

Do this by giving them what they want, plus a little more (in a way that works for your
business, of course) and by treating them well.

A positive experience happens when they get what they want and are treated well. It
creates a higher amount of emotional content for their experience, so they will remember
AND want to repeat it. Make it memorable by doing something unexpected. Go beyond
what they want and expect (in a good way).

When you do this, your customers will smile. Some will smile on the outside (which is
nice). Others will only smile on the inside. But you can usually tell theyre happy.

This will keep your customers coming back and theyll tell many more of their friends how
wonderful you are. I guarantee it!
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Make Your Customers Smile

The easiest and
most powerful
way to increase
customer loyalty
is really very
simple. Make
your customers
happy.

-Kevin Stirtz

Assure your customers.

Customers come to us for one of two reasons. They want our help to accomplish something
or to avoid something. They know they outcome they want. They engage our expertise and
resources to get there. And when customers choose us, they do so with a certain amount
of risk. They risk their time and money. But, most importantly, they risk not getting what
they came to us for.

When I travel across the country to speak at a conference, I need to rely on the airline I
choose to get me there. A lot of people at the conference dont get what they came for if
the airline does not get me there on time. Thats a big problem for me and my client who
planned the conference.

So, we can help our customers by constantly assuring them. This should start when they
first become a customer and continue throughout the relationship. Its especially important
during a problem or service recovery. Thats when you want to go overboard in assuring
them everything will be okay.

One way to assure customers is to be specific. For example: Mr. Smith your car will be
ready at 4:15 pm today is much more specific (and believable) than Mr. Smith, your car
will be ready later today. Details tell them you know what youre doing and that you have
the situation under control.

Another way to assure people is to make notes. As you talk with them, take time to write
down details of the situation. Even if youre talking over the phone, ask them to pause for a
moment so you can take notes. This tells them you are serious about helping them and you
want to get all the information you can. Plus it makes it easier to archive that information
so your co-workers can access it if you are gone next time the customer calls back.

Make a promise to them. A great way to assure people is to make a promise. Commit to
something and give them your word. Then you are honor-bound to get it done. People
respect others who make a promise and then keep it. It builds great credibility and loyalty.

When you take the time and effort to assure your customers, youre reminding them they
made the right choice. Do this consistently with every customer and youll keep them
coming back.
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Assure Your Customers

You dont earn
loyalty in a day.
You earn it day
by day.

-Jeff Gitomer

Its okay to say no. (But be nice about it and offer an alternative.)

Many of us have been taught to avoid the word no when dealing with customers. And
its a good lesson because there are better ways to tell a customer youre unable to help
them in exactly the way they want. Dropping a big fat no on them might not create a
positive and memorable experience.

But some people have taken this lesson the wrong way. They assume it means you should
never turn down a customer. They feel it means you should always try to do what a
customer asks, even if its something your company does not do (or does not do well).

That will get you in trouble.

A foundation of Amazing Service is to give your customers what they want but do it in a
way that works for your business. That means it should be something you are in business
to do. Ideally, it should be something your company does better than any other.

Trying to do everything every customer (or potential customer) asks of you cause
problems. Saying yes to every request will sap your resources and drain your profits.
Youll wind up doing things youre not equipped to do. Youll spend too much time learning
and not enough time earning.

Sometimes a no can be turned into a yes. Be flexible and creative and see if you can
help the customer get what they want in the context of what your business does. Often
customers think they know the solution to their problem. But with your expertise they
might find other solutions exist too.

And if you are unable to help them, its okay to tell them so. But dont clobber them with
a no. Be nice. Point them in a direction where they might find a solution. Do this by
knowing your market and being able to refer customers to others companies that might
be able to help them.

If you are not able to do the best job for someone, its better to refer them to someone
who can. Youll save yourself headaches and youll make two new friends in the process.
Its okay so say no.
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Its Okay to Say No

To my customer:
I may not have
the answer, but
Ill find it. I may
not have the
time, but Ill
make it.

-Unknown

Dont interrupt your customer when theyre talking to you.

We all know listening skills are fundamental to working with and getting along with others. Theyre
so basic it should be a given that were all excellent listeners. But we arent, are we?

In fact, most of us are lousy listeners. We focus on what we want to say. We react. We defend. We
justify. We race ahead of the other person to formulate our response. And we interrupt them.

Sometimes we listen but what they say prompts more questions. We want to help but we need
more details. Often were so eager to help we rush forward before theyve had a chance to finish.

So we interrupt them.

Or worse, we disagree with them. Maybe we feel the need to explain or defend. We might even
disregard what theyre saying because we dont respect their opinion or their judgment.

No matter what the reason, interrupting someone is rude. Sometimes you have no choice, as in an
emergency or urgent situation. But usually we have a choice. And when we choose to interrupt a
customer before theyre finished speaking its because were focused on our needs, not theirs.
Were trying to accomplish something we want.

When a customer is speaking its not just an opportunity for them to explain something. They
might also be venting. Interrupt that and you could make a bad situation much worse.
We all think and speak at our own pace. One of the best ways to connect with your customer, and
give them a positive experience is to match their pace. If they talk slower then you normally do,
then SLOW DOWN. Dont expect them to speed up to your pace. They wont. Or if they do theyll
feel uncomfortable and pressured.

The opportunity to speak and be heard without being interrupted is a rare gift these days. Most
often we have to fight to be heard. Its a battle.

And yet its a simple, easy thing to do for someone that pays huge dividends. As humans, we all
want to be acknowledged and accepted. We want to be heard. When we are heard, we feel better
about ourselves and about the people who gave us that opportunity.
You want more loyal customers?

Give them the opportunity to talk without being interrupted. Theyll love it and youll stand out
because nobody does that anymore.
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Dont Interrupt Your Customer

People dont
care how much
you know, but
they know how
much you care
by the way you
listen.

-Bob Conklin

Thank your customers for complaining.

One of the situations people hate most is dealing with customer complaints.
This is too bad because customer complaints offer a goldmine of information to companies,
if they deal with them effectively.

The first step to making better use of customer complaints is to view them in a positive light. Start by
calling them feedback rather than complaints. Then make sure your policies and procedures show
that customer feedback is valued by the company, not something to sweep under the rug.

When handling a customer complaint you need to take it seriously. See the customer as offering
feedback, not as criticizing you or your employer. Dont get defensive!

Let the customer know you value their feedback. Take notes and ask questions so you understand
what frustrated them. If you dont understand the problem youll never be able to fix it.

Never offer excuses or blame for a situation the customer is unhappy with. They dont care how it
happened. They just want it fixed.

Of course you should always apologize to a customer who has a complaint or concern. Remember, by
apologizing youre not taking blame for causing the situation. But you are taking responsibility for
moving past it to a solution. And thats what the customer wants.

Never offer a discount on future products or services as a way of compensating them. Thats like
telling them I understand youre not happy with our service (or product). Why dont you come back
for more but at a lower price?

If you want your customers to come back after theyve had a problem, assure them youll fix it.
Otherwise youve given them no reason to come back.

And finally, thank your customers for their feedback. Over 90% of unhappy customers never
complain or offer feedback directly. Theyll tell their friends, family, neighbors and the Internet. But
they wont tell you.

So when a customer DOES take time to tell you, let them know how much you appreciate their
efforts. They are going out of their way to help your company do better. And they want your company
to do better because they want to remain a loyal customer.
Honor their efforts by listening, by apologizing, by using their feedback to fix the problem and by
thanking them.
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Thank your customers for complaining

Customer
complaints are
the schoolbooks
from which we
learn.

-Lou Gerstner

To thrill your customers, do something positive and unexpected.

We often hear that we need to thrill or wow our customers. And, intuitively we know this is a good
thing because it increases the chances our customers will come back and tell others about us.

That begs the question of how to do it. We all have different tastes and preferences. What might
wow one person could bore another to death. But were all people. And we respond similarly to
things that we like and that surprise us. We are more likely to remember them.

When you do something for a customer (or anyone) that is positive (something they like) and
unexpected (they didnt see it coming) then you carve that event in their memories. Because they
like what you did, you create positive emotional content for the experience. And because its a
surprise, the emotional content level is higher.

The more emotional content an event or experience has the more we will remember it. The more fun
it was, the more we want to repeat it and share it with others.

Here are two examples of people who know how to do this.

One is an employee of a car dealer. A customer came in wanting a replacement key chain. The
employee she spoke with discovered the dealer was out of stock. Rather than send the customer
away empty handed, the employee reached into her purse and gave the customer hers, which was
the same kind the customer wanted.

The customer was thrilled. It was a small gesture but unexpected and thoughtful. This customer was
so thrilled she has repeated the story more than once.

The second example is a lady who sells concerts tickets. One day she got a call from a woman who
was buying tickets so she and her husband could see a band that was coming to town. The customer
explained how this was her husbands favorite band and he had always wanted to see them in
concert. She was buying the tickets for his birthday. When the couple arrived at the concert venue
they were given backstage passes to meet the band. In fact, not only did they meet the band, they
went out with them after the concert for dinner and drinks.

To say these people were thrilled would be a massive understatement. It was a night they would
never forget.

And it all happened because the lady who entered her ticket order listened and cared. And then she
went out of her way to create a positive and memorable experience for someone she had never met.
To be good at this you have to be creative. You have to think outside the norms of everyday life. The
more you do it the better youll get. But most importantly, to do this well and consistently, you have
to care about your customers. Then its easy. And your customers will love it.
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To thrill your customers, do something positive and unexpected

There are no
traffic jams
along the extra
mile.

-Roger Staubach

Respect their time.

Tick tock said the clock.

It seems the almighty clock rules our lives. With each generation, our society gets busier and busier.

Even though we all have the same amount of time, we use it differently. And we use it the way we
want. So, we can get a little testy when we feel someone is wasting our time. Its even worse when
theyre wasting our time to meet their needs.

Customers are no different.

They come to us to accomplish something. And they want it done on their schedule, not ours. They
dont want to wait any longer than they have to. Can you blame them?

How often have you thought, when youre the customer, What is wrong with these people?. Why are
they moving so slow?. How many times have you left (or wanted to leave) in frustration because it
was taking too long to do something that should have been fast and easy.

I have been in a lot of airports. I know how long it should take to check your bags and get your
boarding pass. Even with a line of people it shouldnt take more than 5-10 minutes.

But the people working at the airport on St, Thomas in the US Virgin Islands apparently do not
understand that. I have never seen such a slow moving morass of chaotic activity in my life. When
they said get to the St. Thomas airport early, I didnt realize they meant several DAYS early.

Since were all busy and we all know what its like to wait in frustration, it should be easy to
remember to NOT do this to our customers. And it should be easy to tell when a customer is getting
frustrated at how much time something is taking. (Ill give you a tip. They look at their watches a
lot.)

Be aware of how much time your customers are waiting and how they are reacting. Make sure youre
doing everything you can reduce or prevent their wait times.

A good way to do this is to be your customer if possible. Try to see things from your customers point
of view. And talk to your customers about this. Ask them if they are getting served in a way that
respects their time. If not, find out more details so you can make changes.

Customer service is about putting your customers first. And a big part of that means respecting their
time.
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Respect Your Customers Time

A rose on time
is more
valuable than a
$1000 gift
thats too late.

-Jim Rohn

Never leave them wondering.

I call my insurance company with a question. The customer service representative is unable to
answer it so she says shell need to research the answer and call me back. Within seconds the line
goes dead and shes gone.

Im researching a website for a product. They have pretty pictures and witty, hip-sounding marketing
copy. But I cant find the answers to the questions I have. When I email their customer service, I get
an auto-response email that does nothing to answer my questions.

I walk into a sporting goods store looking for a pair of walking/jogging shoes. The employee I ask
twists his arm back, points toward the rest of the store and mumbles theyre over there.

We sit down at a local restaurant and scan the menu. The server has taken our drink order and left.
Id really like a soup and salad but I have no idea what soup is available.

Every one of these examples is true. And every one shows a customer who is left wondering. When
will you call me back? Exactly where are the walking shoes? What soup do you have available?

Simple, harmless questions that could easily be answered. Yet the careless and unthinking people
who left me wondering seemed to have no clue how badly they were serving me. It was nothing
intentional. It was more like they never even considered doing anything more than what they did.

When you leave your customers with unanswered questions, you are not doing your job. You are not
helping them get what they came for. When you leave customers wondering, you substantially
increase the chances they will go to your competition. And theyll probably tell stories about you (not
good stories either).

The good news is, its easy to prevent this.

All it takes is that you try to see things from your customers Point of View (POV). Shift your POV
from yourself to your customer. If youre not sure how, ask your customer. Or be your customer.

Find ways to experience your company, your products and your service like your customers do. Walk
around in their shoes.

Once you understand better what your customers want from you, then answering their unasked
questions will be easy. It will become automatic.

If you never leave them wondering, theyre more likely to come back. And theyll probably bring
friends with them!
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Never Leave Your Customers Wondering

Communication
is everyones
panacea for
everything.

-Tom Peters

Be Flexible.

In customer service, as with most things there is no one right answer. There is almost
always more than one way to accomplish something. But we dont always admit it. Too
often we focus on one way to do something. Maybe its the only way we know. Maybe its
the fastest, cheapest or easiest route to helping our customer. But that doesnt make it the
best.

Remember, our goal is to help our customers get what they want, within our ability. So we
always need to look for alternatives. We need to be creative. We need to think beyond the
first solution that comes to mind when were working with our customers.

Being flexible means being willing to try a different path. (This is good advice in life as well
as business.) Always consider other options as possible ways to help your customer get
what they came for.

It means offering customers more than one solution. By offering choices were making it
more likely theyll get what they want. There are few things worse than being a customer
and someone says thats the only way you can do it.

Being flexible also means being willing to try new things and go the extra mile for
customers. It means being a problem solver rather than an order taker. Customers know
the difference. Stay flexible as you provide solutions to your customers. Theyll thank you
with their loyalty.
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Help Your Customers by Being Flexible

Revolve your
world around
the customer
and more
customers will
revolve around
you.

-Heather Williams

Be grateful for their business.

At some level were all grateful for our customers. Because we know without them we would not have
a business.

And, with busy schedules and hectic lives, its easy to forget how important our customers are. Its
even easier to forget to show it. And its easy to discount or disregard any one customer. Because
most customers, by themselves, are not going to make or break our business.

But every customer is a person. And one thing people want most is to be appreciated. We like people
to notice us and recognize that weve been here before. Its nice to hear someone say I know you
could take your business elsewhere and I appreciate you sticking with us. (How often do you hear
that? How often do you SAY that?)

If you do this for every customer you have, every time they do business with you, your company will
stand out from the crowd. People notice little things like being appreciated. And, all else being equal,
customers will reward such little things by choosing to do business with your company rather than
your competition.

So, there are several levels of being grateful for our customers. One is simply appreciating them as
people, fulfilling their need to be appreciated.

The other is having the right attitude. This means adopting a mindset that says:

1. I understand my customers have made a choice to be here - NOT somewhere else.
2. Without my customers I would not have a job or a paycheck.
3. Therefore I need to show my appreciation to every customer every time I work with them.

If every employee in your company recited these three things every day before they started work,
would they treat customers differently? How would that affect your business?

What if management made this attitude part of the companys values. How might that change the
way people deal with customers, especially during challenging situations? How much could you
increase customer loyalty by doing this and what would that mean to your company?
19
19
Be Grateful for Your Customers

Remember, the
deepest principle
of human nature
is the craving to
be appreciated.

-William James

Discover what your customers want.

I admit, this seems overly simple. To run any successful business its a given we need to know what
our customers want. But do we always know?

My answer is: No we dont.

We think we do. We hope we do. Or we never even think about it. We just assume we do. And if we
dont really know, we risk focusing our resources on things our customers dont care about. That
opens the door to more competition and fewer loyal customers.

Successful organizations DO know what their customers want. They ask them. And they keep asking
them (because things change).

You need to have processes and systems in place to continuously connect with your customers. You
need to constantly learn why they do business with you rather than your competition. What brings
them back to you? And why did they select your company in the first place?

Of course, you also need to know what their problems are. What are they trying to accomplish or
prevent by coming to you? And how do they want to be treated as they work with you? What
experience are they looking for? What would make them happy as they do business with you?

Your employees are your best resource for discovering what your customers want. I know a lot of
companies use consultants and survey companies to collect this information. But if you want the best
results, have your employees do it. They can best communicate with customers because they have
the best access. They already have (or should have) relationships with their customers so it should
be easy. Theyre already in contact with them so it should be convenient.

Make it part of their job, part of their routine. Train, motivate and encourage them to have
conversations with customers that result in your company knowing more about what your customers
want. Help them get better at connecting with customers to learn why they do business with you. Do
this and youll be on your way to more loyal customers. I guarantee it!
20
20
Discover What Your Customers Want

Spend a lot of
time talking to
customers face to
face. Youd be
amazed how
many companies
dont listen to
their customers.

-Ross Perot

Thank your customers.

Thanks
Merci
Danke
Masuma
Ga
Mahalo
Mila Esker
Grazie

This is one of those customer service rules that shouldnt be. It shouldnt even have to be a
reminder. To thank someone for being a customer should be automatic, not because were trained or
measured to do so but because we are actually thankful for their business.

But, sadly, it aint necessarily so.

The good news is, this gives the rest of us a huge opportunity. While we cant change the whole
world, we can change our little corner of it. Which means we can make sure we take the time to
thank our customers. It means we can help our employees understand why they should be thankful
for our customers. It means we can do things to ensure everyone associated with us understands
what its like to be appreciated.

We could talk for days about how to motivate people to be thankful or, at least, to say thank you.
But I dont believe people should be taught to be thankful. I dont believe it matters if employees
thank customers because their being measured against it. The act of thanking our customers needs
to come from inside. It needs to be genuine.

Show your employees how to be thankful.

Employees will follow their leaders. They will repeat what their role models do if they respect them,
trust them and feel good about them. So, the best way to get your employees to be thankful is to
thank them. Show them how important they are by acknowledging what they do. Tell them and show
them you appreciate them.

If you thank your employees on a regular and frequent basis (and you do it sincerely) they will thank
their customers. If you are thankful for them (and you show it) they will be thankful for their
customers. Theyll even start to thank each other. (Not every employee will do this but most will. And
those who dont will be telling you something about themselves.)

And, by the way, this works in all areas of our lives. Try this with your spouse, your kids, parents,
friends, anyone you care about. It works. And it creates better and stronger relationships that are a
lot more fun. I guarantee it!
21
21
Thank your customers

Learn to say
thank you
every time.

-Jill Griffin

Respect your customers opinion.

Our customers come to us for our knowledge. They want our help in accomplishing
something.

But some employees take this to mean the customers opinion does not matter. They go
directly into arrogant expert mode and act like the customer has no useful information to
contribute.

As a customer there are few things that irritate me more than an arrogant, know-it-all
sales or service person trying to tell me what to do without first listening to what I have to
say. This is one of the fastest ways to drive customers out the door and straight into the
welcoming arms of your competition.

Customers are more informed than ever before. They know WHAT they want. Our job is to
help them figure out HOW to get it. That requires both their knowledge and our expertise.

An effective way to do this is by asking the w questions: who, what, why, when, where
and their cousin, how.

Another way is by listening well. Use these tips to help:

1. Focus on them by giving them your complete attention.
2. Pace yourself by listening at the speed theyre talking.
3. Use nonverbal and audible cues to show youre listening.
4. Be open to their ideas and opinions.
5. Let them vent (if theyre upset).
6. Clarify by asking questions and confirming.
7. Let them finish before you start talking.

Use what they tell you as you help them get what they want. Then youll be on your way to
delivering Amazing Service.
22
22
Respect Your Customers Opinion

Give trust and
youll get it
double in
return.

-Kees Kamies

Help your customers get the outcomes they want.

Our customers come to us for something. They want to prevent something bad from
happening. Or they want to make something good happen. Either way theyve come to us
for help. So we need to help them get what they want.

But too often we become focused on what we want. We create policies and procedures that
help us but do nothing for our customers. Its easy to get so focused on managing our
businesses that we forget what our purpose is. We want to be efficient and profitable so we
devise ways to do just that. But we often forget how those changes affect our customers.

Or worse, we make the changes without even thinking about our customers.

Every action we take, every decision we make and every policy, procedure, rule and
guideline needs to be created to help our customers get what they want. The first thing we
think about as we decide how to do our jobs and manage our businesses needs to be:

How can we create a great experience and help our customers accomplish their goals?

Its not always easy. But if we do this every time our customers will notice. And theyll
repay our efforts with their loyalty. From there everything else is easy.
23
23
Help your customers get the outcomes they want.

If we dont
take care of our
customers
someone else
will.

-Unknown

Give them details.

A sure-fire way to thrill your customers is to make sure you give them all the details they
want. When you do this youre helping your customers in several ways.

First, youre letting them know you listened, understood and got everything correct. This
simple feedback tells your customer youre a professional who cares enough to get things
right.

Second, you help your customers plan. By letting them know details youre removing doubt
and uncertainty. They dont have to wonder when their order will be processed, did it get
entered correctly, when will it arrive, etc. People hate to wonder!

Third, youre helping them accomplish what they came to you for. By offering them details
before, during and after the sale, youre helping them make sure theyre getting what they
need.

Providing details to your customers creates more effective communications. This goes a
long way in helping your customers get what they want. And that will keep them coming
back.
24
24
Give them details.

Focus your
business on
what you do
best. Let
everyone else
worry about
the rest.

-Kevin Stirtz

Ask open-ended questions.

One of the most important ways we serve our customers is to help them get what they
want, even if they dont know exactly what that is. They rely on us for knowledge about our
product or service. They come to us for expertise they cannot get anywhere else.

A great way to learn what your customers are trying to accomplish is by asking questions
that get them talking. These open-ended questions require more than a yes or no
answer so they help you and your customer have a useful conversation. Conversations like
this can build relationships because they help promote mutual awareness and trust.

By engaging your customers more, you learn what theyre trying to accomplish (or avoid).
You also show them you care enough to put forth the extra effort to help them.

Open-ended questions are easy to use. Just remember Mr. H and the 5 Ws: How, Who,
Why, What, When and Where. Questions that start with these words are open-ended and
will get your customer talking.

Pretend youre a private investigator trying to solve a mystery. The more you learn, the
more you can help your customer. Theyll repay you by coming back more often and
bringing their friends with them.
25
25
Ask Open-Ended Questions.

The first step
to success in
any business is
to ask your
customers
what they
want.

-Kevin Stirtz

Always give them something.

One of the biggest challenges when serving our customers is when they want (or need)
something we cant do. Its frustrating for us because we want to help them. Its frustrating
for them because theyre not getting what they want.

But we can turn this challenging situation into a positive experience for everyone. We do
that by always giving our customers something, even when we cant do exactly what they
ask.

This is all about offering options, alternatives and suggestions. And, its about asking
questions and providing solutions.

You probably face the same (or similar) challenging situations on a recurring basis,
situations where you cant do what your customer asks. Make a list of these no
situations. Talk to your co-workers and combine your list with theirs.

Then develop alternatives or suggestions you can offer customers in these situations. Get
your co-workers together and brainstorm as many solutions as you can to offer your
customers.

Also, ask your customers questions. Try to discover if there is another solution that will
help them (something you CAN do). Be a problem solver and a solution creator. Your
customers will appreciate your efforts and theyll reward you with their loyalty.
26
26
Always Give Them Something
If you help
enough people
get what they
want, you will
get what you
want.

-Zig Ziglar

Be easy to work with.

We have policies and procedures. We have rules and regulations. Usually they exist
because of good intentions. But they often become obstacles to our customers. They
develop to solve problems we face as we serve our customers but sometimes they become
the problem.

If we fail to realize when we put obstacles in front of our customers, then were failing to
serve them well. When our rules and procedures serve our needs and disregard our
customers, then were failing to put our customers first.

Luckily, the solution to this problem is easy. First, get feedback from your customers. Have
them tell you how hard or easy it is to be your customer. Second, be your customer. If
possible, buy your companys product or service and experience some of what they do in
the process.

A third option is to hire mystery shoppers. They will report their experiences as a customer
so you can see where you might be creating customer roadblocks without realizing it.

Every day think of how you can make your company easy to do business with. Do this and
youll have customers lined up for miles.
27
27
Be Easy to Work With

Do right. Do
your best. Treat
others as you
want to be
treated.
-Lou Holtz

Make a great first impression every time.

Weve all heard it said first impressions are lasting and its true. Though we can improve a
customers perception of us over time, were always better positioned if we show them our
best stuff right up front.

One way to do this is see yourself as others see you. This means get feedback from people
who see you work. They might be customers, co-workers or even vendors. Or your
company could hire secret shoppers to observe (if youre in a retail environment).

Feedback could also come from taped phone conversations. And, dont forget emails and
websites and other ways your company communicates to customers. Take time to
continually evaluate and assess them all so youre certain they are representing your
company in the best way possible.

Think about how you perceive people and companies when you first do business with them.
In what ways do you judge them? How do you mentally (even subconsciously) evaluate
them? What things do you think or say about them?

Your customers do the same with you! So, make sure you give your best by being your
best with every customer every time, no exceptions. That is the ONLY way you can make a
great first impression every time.
28
28
Make a Great First Impression Every Time

Why wait to be
memorable?
-Anthony Robbins

Every customer contact is critical.

What your customer perceives about your company is what determines whether they will
stay with you. And their perception is built one contact at a time. Even one bad experience
can taint their perception of your company and how you do things.

Every contact a customer has with your company delivers an experience and creates an
impression. It could be a phone call, an in person visit or a look at your company website.

Contact also comes from third parties. When one customer tell someone else whats its like
to do business with your company, that creates an impression about your company. Thats
a contact just like any other.

To make every contact count your company needs to be consistent. Every action of every
person in your company needs to be focused on serving your customers so well they back
and they tell others. Do everything you can to make sure every contact with every
customer is a great one - do this every time with no exceptions and no excuses!.
29
29
Every Contact is Critical

Every contact we
have with a
customer
influences
whether or not
they'll come
back. We have to
be great every
time or we'll lose
them.

-Kevin Stirtz

Put yourself in their shoes.

Try to see things from your customers perspective in as many ways as you can. This
should be easy because were all customers.

Think about when youre the customer.

How do you feel and what do you want from people you buy from? What are the top three
things you want from them? Most people want similar things like courtesy, helpful
information, solutions (rather than dead-ends), a friendly smile, fair value and quick
service.

What about when youre angry or frustrated with a company or person you do business
with?

Think about the emotions you have in those situations. And consider your motivations too.
What drives you in those interactions? What actions do you want from the people you do
business with? How do you want them to resolve your complaints?

We all wear at least two hats. One is our service hat which we wear when we are serving
others. Another is our customer hat. Keep both of them handy at all times as a reminder
to put yourself in your customers shoes.
30
30
Put yourself in their shoes

Ignore
customers at
your peril.

-Becky Carroll

Always follow up and follow through.

One of the biggest complaints people have is they never hear back from sales or service
employees. And weve all experienced it. Someone promises to do something and it never
happens. So, as a customer were left wondering and waiting. And it takes more of our
time because we then have to follow-up ourselves.

This should be the easiest part of serving our customers. But, we all know the devil is in
the details. Often execution is the hardest part of our jobs. So, find ways to be 100%
certain you follow up on every commitment you make. Whether you use a fancy time
management system, your company CRM or post-it notes on your computer screen.

As easy way to thrill your customer is to simply do what you say you will. Whatever you
promise, do it promptly, thoroughly and accurately. Then do a little more. It wows them
every time!
31
31
Always follow up and follow through

Never leave
your customers
wondering.

-Kevin Stirtz

See your customer only as someone who needs your help.

Its easy for us to judge people harshly especially if theyre different than we are or if they
are upset or angry. When a customer raises their voice or is impatient or otherwise not so
pleasant, its easy for us to respond in kind. Often we let ourselves get hooked into their
way of behaving.

But no matter how our customer is acting, our success in helping them depends on our
actions and our attitude - not theirs.

When youre confronted with a customer youd like to strangle, remember to:

1. Stop yourself from getting hooked into their emotional state
2. Challenge the value of any behaviors that come from that state and
3. Choose to do things in a professional and remarkable way

(Learn more about how to Stop, Challenge & Choose at http://www.larrywilson.com)

To deliver Amazing Service, remember your customer is there because they want and need
YOUR help. And remember how good it feels to help someone in need!
32
32
See your customer as someone who needs your help

Only a life lived
in the service
to others is
worth living.

-Albert Einstein

Offer your customers solutions, not dead-ends.

We all know not every customer request is easy or possible to fulfill. But rather than tell
them no try to find other ways to help them get what they want.

Always focus on finding a solution. No matter what they ask for, you can almost always find
an alternative, even if its sending them somewhere else.

To do this

Make a list of all the requests, concerns and complaints you get from customers. And, keep
track of how your company has responded to them. If necessary, have team meetings to
brainstorm ways to handle difficult or challenging requests.

Then make these lists handy for every employee, so they instantly know how to help
customers.

When you do this, customers will come back more often because they know you youll do
everything you can to help them. Theyll know (through your actions) that your company is
committed to helping them get what they want.
33
33
Offer your customers solutions not dead-ends

It is in this
moment you
have the power
to be the
solution!

-Ileana Kane

Dont multi-task when youre helping a customer.

I have to multi-task people will say. Otherwise I cant get all my work done.

Another common response: I can do other things while I listen and still provide good service.

Yeah right. Maybe thats true. But probably not.

Some people are very good at multi-tasking. And I know some people can listen while they are doing
something else. But just because you CAN do something does NOT mean you should.

The fact is we all can listen better when we focus on listening to the person we are speaking with. The
only way we can operate at our best is by focusing on the customer were with. If we are trying to do
several things at once we risk doing none of them well. Maybe thats okay if youre ordering lunch or
emptying the trash.

But its not okay if youre helping a customer.

Because when were helping a customer we have to do everything we can to give them our best. We
need to be on our A game 100% of the time were with customers. No exceptions and no excuses.

The bad news is, were all busy and we often feel if we dont multi-task well never get everything
done. I completely understand. Ive been there. Still am.

One way I deal with this is to focus on priorities. I consider what I need to do to accomplish my goals.

Then I focus just on those tasks. This gives me permission to offload (or ignore) many things I
might otherwise bury myself in. If they are important, theyll re-surface.

The good news is, people will notice. When you focus just on your customer, they will notice. They
will see and feel the difference. They will see how attentive you are. Youll be more likely to connect.

Your level of service will be better because youll be in a better position to understand and help them
get what they want.

Theyll also see the difference between how you help them and how your competitors do. And, theyll
repay you with greater loyalty, more referrals and more business.
34
34
Dont multi-task when helping your customer

Customers feel
validated when
you take the
time to give
them your
complete
attention.

-Marilyn Suttle

Do something extra.

One of the easiest and fastest ways to make a customer smile is to do something extra.
Because its unexpected, its a pleasant surprise. Its something theyll remember and talk
about.

When you do something extra, its like giving your customer a gift. Its a wonderful way to
show you care about them as a person as well as a customer.

One way to do something extra is to just give them a little more than they paid for.

For example, at the Perkins in my town, the night manager would often slip a bag of
muffins in my hand as I paid the bill. I never asked for them but I was always grateful.

Another way to is to do something completely unrelated.

A few years ago, we returned a dog-feeding device because the dog we bought it for died.
As part of the return process I mentioned this to the company (so they knew it was not a
product issue). Several days later we received one of the nicest, most heartfelt sympathy
cards from this company. It was completely unexpected and incredibly kind, something my
wife and I will not forget.

It had nothing to do with the products they sold. They were just being human. They were
letting us know they cared about the loss of our pet.

Theres another reason to do something extra for your customers: It will make you stand
out. Nobody does this anymore. Most of us have to stop and think about the last time we
got an extra from someone. Its a lost art.

So find ways to make something extra a regular part of your customers experience. Get
your employees involved and brainstorm ideas. Eventually, your something extra attitude
will become part of your brand. It will attract more customers and keep your customers
coming back. I guarantee it!
35
35
Do Something Extra

When you do a
little more, you
stand out a lot
more.

-Ron Kaufman

Apologize if the customer feels you or your company let them down.

An apology is a bridge-builder. It can mend a broken relationship faster than anything else.

And it shows the customer you are willing to take responsibility for helping them get what
they want.

Often people are not looking for more than an opportunity to be heard and an apology.

When you apologize, youre not necessarily taking blame for causing the problem. But you
are taking responsibility for resolving it.

A sincere apology can turn angry customers into loyal customers. And, its easy to do!
36
36
Apologize quickly and sincerely

The road to
success is paved
with well-
handled
mistakes.

-Neiman Marcus


Give customers your complete attention.

Customers consistently tell us they hate dealing with employees who dont listen or pay
attention. Its a common and yet preventable complaint.

When you begin talking with a customer, stop whatever else you are doing and focus on
them. Make appropriate eye contact, listen, nod and show them you are paying attention.

Some people take notes when listening, to ensure they get everything the customer is
saying. Certainly you should ask questions to confirm and clarify that you understand.

As you listen to your customer, dont pre-judge what theyre saying. Keep your mind open
so you hear everything. And remember, listening is a full-time job!
37
37
Give customers your complete attention

Our greatest
asset is the
customer! Treat
each customer
as if they are
the only one!

-Laurice Leitao

Never let your customer repeat themselves.

A common complaint customers have is they have to repeat their story over and over again
as they get handed off to different people.

Customers understand that often you have to hand them over to other people to help them
get what they want. Thats okay, But, as you do this, dont let the customer repeat
themselves.

Do it for them.

Tell the person youre handing them to what their situation is. Give them details and
specifics. And let your customer know youre doing this so they know they wont have to
tell their story again.

This almost always impresses customers because they dont expect it. (Very few companies
do this consistently.) This is a great way to thrill your customers and its easy to do.
38
38
Never let your customer repeat themselves.

What do we
live for if not to
make life less
difficult for
each other?

-George Eliot
Suggestions on using these Amazing Service Tips

Print and post them in areas where employees will see them (break rooms, meeting rooms,
bathrooms, cubicles, refrigerator.)
Conduct a brown-bag lunch workshop for your team using several of these rules as your content.
Email the quotes and rules to your team, one per week.
Assign a rule to a different person each week and have them create a 60 second presentation on
why its important and how your team could implement it. (Thanks to Dennis Snow for this
suggestion.)
Discuss a different rule each week. Have your team discuss situations where the rule was used (or
not) and what the results were.

Reprint Permission

All the content in this publication is protected by copyright.

But, you have my permission to reprint this material for internal use in your organization (not on
public-facing websites or other publications. If you use this content, please do these four things:

1. Give me credit. Just indicate somewhere in the printed material (so readers can see it) that I am
the author of the material.

2. Include a link to my website: http://AmazingServiceGuy.com

3. Do not change the content. Please reprint it as it is in this ebook (including the copyright).

4. Please let me know. Just an email is all I ask to let me know youve reprinted, republished,
excerpted, linked or quoted my stuff. As an author I write to help people so I like to know when
people are benefiting from my work.

Thats all. Thanks for reading.

Kevin Stirtz
AmazingServiceGuy.com
39
39

Business is not
just doing
deals; business
is having great
products, doing
great
engineering,
and providing
tremendous
service to
customers.

-Ross Perot

62 Amazing Customer Service Tips and Quotes: "We Make A Living by What We Get. We Make A Life by What We Give."

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