This is an article with a cautionary tale of how customers feel when someone does not care enough to do their job. We have all been up against this, we call a customer service representative and their immediate response to our request is, “no.” We go to a supplier with a special request and again we hear, “no.” The world seems to be settling into a big resounding “NO” when it could just as easily be turned into a, “YES” with a little extra effort. The question is: Why should it be inherent upon us to force the issue in order to get satisfaction and how can we be sure that our business doesn’t fall into this trap?
    Case in point: During a dispute with Verizon I was passed from department to department in order to resolve the issue. Finally they transferred my call to the “Customer Loyalty” department. Unwilling to budge or do anything to satisfy me, I told her that I may be forced to switch carriers. These are her exact words to me: “Go ahead. We have lots of loyal customers, so I will just put a note in your file that you are cancelling your plan.” Remember this was the person in charge of making long time Verizon customers happy. She did not care. My needs did not impact her in any way, so it was just easier for her to say, “no” and go about her day. She did not care enough to do her job.
    I am sure that you could write your own stories like this and share your frustrations at the level of customer service we have now come to expect. In fact, when someone actually does what they are supposed to do, we consider it highly unusual and noteworthy. Within our own businesses we must do a customer service check. Look at the following:

• How do your employees sound on the phone? Are they distracted? Hurried? Annoyed? Or are they Engaged? Courteous? Present? Helpful?
• Are your employees empowered to go beyond normal operating procedures to accommodate a special circumstance? If not, do they know who to ask? How willing are you to go beyond expectations to make your customer happy?
• Do you acknowledge employees who take extra time and care for a customer? Are they recognized even with a quick conversation praising their efforts or are these efforts ignored or even discouraged?
• Have you trained your employees how to handle a “cranky” customer? Do they know what to say, what to do or who to turn to? Are they able to turn a problem into a “wow” moment?
• Do you have a paper trail to look back at in order to know what previous interactions your company may have had with a family? Are you able to assist them from a place of knowledge about their history with you? This can be key in handling a current problem.

    In an industry where we only get one chance to “get it right,” we cannot afford to offer our families anything less than a “wow” experience. At a time when emotions run high and their tolerance is low, we need to go out of our way to make sure that their expectations are met or exceeded. This requires clear communication, listening to not only what their words are saying, but understanding what is behind their words to know what it is they really want. They want to have their feelings acknowledged, to know that they matter and that their loved one who died is important to you.
    When we get busy with our “to do” list, we may forget to slow down enough to tend to each customer’s needs. We may feel like the pile of papers on our desk grows with each phone call and we rush to get back to it. Yet, the papers can wait, the family cannot. It is a constant juggling act, but one which we must master in order to provide the care and customer service that each person deserves.
    Review the checklist above and note where your business comes up short. Create employee training days and focus on the areas where you need to improve. Make sure that new hires understand your corporate culture and how you expect each family to be treated. By doing some simple evaluations, you can develop a plan of action to take care of each family that you serve. No matter how difficult they may be; no matter how odd their request; no matter how much extra time it may take you…all they want to hear is, “yes” or “I’ll do my best to make this happen” or even, “sorry I can’t, but here is the reason why.” You and your staff have the ability to create a memorable moment out of a problem and all you need to do is be willing to take the time to really listen, think beyond the ordinary procedures and be willing to be willing.
    (By the way….If you want to know how my Verizon story turned out, email me and I’ll let you know.)