Good service can make/break business

We have it good here in Spokane. It’s rare to find negligent or downright bad service, especially when patronizing local companies. We have many fine local merchants who sometimes go to extraordinary lengths for their customers, making them feel valued.

Richard and I recently had a comparative shopping experience highlighting what good customer service is and isn’t.

Just a little over six years ago, we’d made an expensive purchase from a local company. The product began having some wear problems a couple years ago and, in the last few months, deteriorated significantly.

Since the product had a 20-year warranty and we were told to expect about 15 good years with it, I called the store and got a rather chilly response from a sales associate, with orders to bring our paperwork in and a refusal to discuss our options over the phone. This wasn’t encouraging.

We went to the store with a positive attitude, conducting ourselves politely, waiting to see what they would do for us. We’d had good service when we’d bought the product.

We were surprised to find staff seemingly indifferent about our dilemma (which was disrupting our lives considerably). There was no typically friendly, helpful Spokane concern about our problem; no “we can get this problem fixed” attitude. An inexperienced and anxious salesperson was assigned us, consulting a manager we never saw.

Instead, we learned it was up to us to do all the work, mailing in paperwork, measurements, photo and a self-addressed envelope. Only then would someone come out to evaluate their underperforming product and judge the merit of our complaint.

Underwhelmed and inwardly fuming, we left with information giving us little expectation of satisfaction or good pro-rate value.

Next we went to a chain store. What a difference! The associate was friendly, and we received personal attention from the manager. It was clear our needs were important to them. Their product was of superior quality and similar in price to the local store, so we bought from them, even without a rebate to help cut the cost.

Such is the value and impact of superior service.

Excellent service simply stands out in a world where customers have the increasing burden of taking care of their own needs and hunting products in aisles empty of personnel. Attentive, personal service sells. People will pay a premium for it. Just ask customers of Nordstrom or other service-oriented retailers.

Such service means the customer isn’t treated with a whiff of suspicion or burdened with working the problem themselves. Standout service is eager to treat the customer well, especially with problem-solving issues.

Good/bad service is viral. Word gets out as people share their experiences with friends. Enthusiasm for or warnings against can have serious impact on a company’s bottom line.

With online competition, brick and mortar merchants need to burnish their reputations with good service. And, with national chains eating up the territory, our valued local merchants can shine brighter than ever with personal “we’re here, we’re one of you” service.

With great service, a customer who returns with a problem can be won as a customer for life.

I enjoy telling companies how much I like their products and service. I have friendly relations with many sales associates, some of whom have really gone to bat for us when we’ve had problems. I don’t enjoy making a complaint but, if I do, I expect to be treated as if I matter.

It’s great to have me at hello; even better to have me after goodbye.