"Choose service to others over self-interest."
There are times when making a decision to help a customer at company expense or time doesn't do anything to help the business. At those times, we must forget about the short-term cost of taking care of our customers.
I know the major objection to this is how to balance giving great customer service against simply being taken advantage of. The deciding factor to me is in the definition of a customer. Are they truly a customer or an opportunist trying to get something for less or free? Do they really want to find a solution? Answers to those question determine the customer factor, not whether it's the first time you've seen them.
Now I'll do anything for someone that really wants to have a problem solved and an answer received. On the other hand, it doesn't bother me at all to refuse to give something away for free just because a person wants that as the only solution. There are times when it's the company's fault where that is definitely a real option, but it's not always the answer, and doing that as an easy way out of an uncomfortable situation can end up being circulated around town, and many people like that showing up to do the same thing to a business or certain manager. You can go out of business offering that as a solution too many times, I've seen it happen.
Herb Kelleher, even with his great service mentality, wasn't afraid to tell customers that were abusive to his people to take a hike and fly on another airline; he didn't want their business.
Having said that, most real customers aren't that way, and we really should do everything we can to make them feel good about the transaction or problem arising from the transaction. You gain more great customers by how you handle the problems than when everything goes right. Problem-solving is always an opportunity in disguise, which when handled right on a consistent basis creates great customer experiences and returns to do business with you. It also gives you that coveted word-of-mouth that is more effective than any other type of marketing is.
It's not really that hard to do. Keep the customers best interests in mind, and the vast majority of problems that emerge will be great tools to build your business. The key for our people is giving them the freedom to solve problems within reasonable parameters. Do that and you will never have trouble building and maintaining a solid customer base.
Other Herb Kelleher Sources:
Herb Kelleher on the Record, Part 1
Belief Model for The Leadership of Herb Kelleher (Southwest Airlines)
Herb Kelleher, Chairman, CEO and President, Southwest Airlines
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