What is Customer Service?

There are multiple aspects of customer service; and they are not necessarily aligned.

So, here goes a recent conversation I had…

Ring, ring…
Me: Hello!
Oper: I am calling from xyz mobile company. Can I speak to Axxxx
Me: Nobody by that name here
Oper: Is this 9xxxxxxxxx?
Me: Yes, but the name is Aviral
Oper: Please go to the store at location x and submit your documents
Me: I did that 2 days ago. Can you please get this fixed?
Oper: Sir! This is a welcome call. I cannot do that. Please take your documents to location x
Me: (in my mind) What are you welcoming me to – bad customer service?

Unfortunately, experiences such as this are not limited to Telecom companies. In the city that I call home, customer service often takes a back seat. This is true in stores, restaurants, and even in the professional organizations.

This led me to question why we put up with it. I did an (extremely) unscientific survey and came up with the following observations:

  1. People tend to pay more attention to what they receive than how they receive it
  2. People tend to avoid thinking about what they will do when/if something goes wrong

This led me to thinking about the various facets of customer service. My thoughts, incomplete on hindsight, identified customer service as what I got from people – sales, queries, complaints and the ilk. I was completely ignoring the initial quality of the product as an element of customer service.

I now agree that the best customer service is one where one never needs after sales support. However, this is not realistic and companies need to cater for the other parts also. This is especially true for places with forced interaction such as restaurants – food quality is necessary but not sufficient.

So, the unanswered questions in my mind:

  1. What is the right balance as far as the definition of customer service goes?
  2. What are the drivers for organizations to achieve this balance?
  3. As consumers, how much and how can we impact these drivers to get the right balance necessary for us?

For us 9-to-whatevers, the question translates into how much we think about the customer vs. the product as we perform our duties…