5 Easily Overlooked Customer Service Must-do's

Let’s discuss five easily overlooked service must-do’s. When do you think of the term customer service what comes to mind? For most of us, we know when we aren’t getting it of course. To me, customer service has come to represent anything that makes a customer yours. So what is it exactly? Basically, it’s anything that makes the customers experience in your business positive. The tricky part is that many customers have their own definitions. One customer may be ok that you can’t get their repair done on time for a legitimate reason, but are appreciative that you called and explained in plain English the issue and have a solution to the issue. The next customer may feel totally the opposite because you failed to complete the job on time.

Some customers may forgive some idiosyncratic issues if your price is best. Selection to the next customer may be the thing that makes or breaks your store in their mind, while yet another is ok if you have to special order practically everything but are of great help to them in answering all their questions.

So we can begin to see some things that different customers feel is “service” in their mind, which is why you can’t always win no matter how hard you try. BUT, there are some things you can do that will cover what I believe are some of the most basic complaints. These are not earth-shattering items, they seem very intuitive if not ridiculous, but they are critical to your success and some of the most often complained about issues across all business types.

For me, customer service can often be elevated in customers’ minds by following some very basic rules. If you feel these things are too simple, think of the times you have had your perception of a business made by either an exceptional or abysmal example of each.

Open the doors when you are supposed to, literally, not 2 minutes late, and also never rush a customer out the door near or after closing, no matter how painful it can be.
Answer the phone! People hate pushing 1 for service, 2 for sales, etc. Especially if they end up in voicemail anyway, or when the phone gets picked up they still get transferred. The best solution is to just answer the phone.
Clean the bathroom! There’s a certain Midwestern gas station chain I used to frequent due to their stringent cleaning standards. A dirty restroom is not only just plain gross, it says you don’t care about as loudly as you can. Additionally, make sure your floors are vacuumed or cleaned daily, windows and doors clean, etc.
Greet each customer with enthusiasm, or at least eye contact and a smile, and within seconds of their entrance. You don’t have to launch into a sales pitch, and maybe it’s better if you don’t, but at least let them know someone will be with them momentarily if you are slammed. We have all been to the business where everyone is too busy to even look at you – awkward right?
Return calls, emails, texts, Facebook messenger messages, etc within an hour at all costs. We have all been in the situation when you leave a message that isn’t returned and it can be infuriating. I have the NextDoor app on my phone and the most common help question is if anyone knows a contractor, electrician, or plumber who returns calls and shows up. Nothing more. Not who’s priced best, etc, just who will call back and show up. It’s been said that those who show up rule the world. Show up.

The best part of these easy (right?!) items is that you can start right now to implement them. While they may seem simple, we all know how hard it is to be on top of these things, but also how much they can say about your business.

Words by David DeKeyser

David DeKeyser and his wife Rebecca Cleveland owned and operated The Bike Hub in De Pere, Wisconsin, for nearly 18 years. In 2018, they sold the business and real estate to another retailer based in a nearby community. David now writes the Positive Spin series on Bicycle Retailer and Industry News and he writes articles for the NBDA’s blog, Outspokin’. David also provides business consulting through the NBDA’s P2 Consult Program.

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