What is customer service?

You hear of companies crowing about their "excellent" or "superior" customer service.  If you are to believe all the press, every store and service provider in the country satisfies all customer needs every time.  Those of us who live in the real world know different.  So the question becomes, what is good customer service?  What is the golden ring that all these companies are striving for?

When customer service is effective, it makes the customer feel valued and important.  It's what makes a customer drive past competitors to use their "favorite" gas station, restaurant, car wash, men's store, etc.  The customers that are most valuable to a retailer are those who respond to customer service.  Customers gained through pricing policies show no loyalty and will move on to the next retailer who offers a "better deal", however, those that appreciate quality customer service will stay despite a cheaper price offered by the store next door.   They are the ones that smart companies work to get and keep.  Customer service is what enables them to do so.

The key is identify what good customer service is.  Mainly it's positive attitude and a genuine willingness to help.  It's in the details.  It's what makes a great company.