23 July 2010
Tailored customer service or one size fits all
One of the challenges when defining the attributes of a customer service strategy is to decide whether the approach should be the same for all customers or whether a degree of flexibility is possible. If companies chose to offer a tailored customer service to all, costs are becoming a major issue and the products and services become uncompetitive, unless the client is prepared to pay for it. Interestingly, recent experiences have shown that an award-winning company which claims to offer a very good customer service actually failed to deliver when pushed beyond its normal boundaries. On the other hand, two companies which do not specifically claim to offer a great service actually adapted their standard procedures to accomodate. The difference between these companies is even more striking as one company initially said yes but did not deliver whilst the other two started by saying no but actually came up with the goods. Is it true therefore that companies which say "no" actually have the greatest ability to deliver tailored customer service?