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How Not To Care - Delivering Customer Service with Integrity

by Jonathan Raymond of EMyth (October 5th, 2012)

 

“Actual caring is not a strategy — it’s a result. If you and your employees really care, you don’t need to talk about it. Your customers will go out of their way to tell you, and tell others about their experience, because real care is so tragically and delightfully rare. We all want to be in the know about a business like that.”

 

A See-Through Strategy
 
The business world is very confused about something incredibly simple. Caring. Have you noticed how much “caring” everybody is doing these days?


“How can I provide you with excellent service today?” or “We apologize for any inconvenience this may have caused you.” Really?


You can’t connect with your customer when you put a script between you and them.

Caring is unmistakable and memorable when real — but as a strategy it is forgettable at best and more often than not, offensive.
 
Actual caring is not a strategy — it’s a result. If you and your employees really care, you don’t need to talk about it. Your customers will go out of their way to tell you, and tell others about their experience, because real care is so tragically and delightfully rare. We all want to be in the know about a business like that.
 
You know the shops and restaurants you rely on, the websites you go back to. Of course you break away now and again to try something new, but even if your favorite places make a mistake you go back. Why? Because you like the way it feels, because it means something to you to shop there. We all live this way, but ironically we don’t tend to run our own businesses that way. Mostly, small businesses desperately compete on price or features, and end up treating us only slightly better than United Airlines or AT&T.
 

We don’t go back to places that tell us how much they care, we go back to places where we felt they actually did. Care is emotional and leaves an impression.
 
So, how do you, as a business owner get to the place where caring is the norm, where you don’t have to plan it?  Behind the scenes of a business that really cares about its customers you’ll find a leader who sets the whole thing in motion by caring about their employees. They’re not touchy feely nor do they overlook incompetence. They simply challenge their staff to be better today than they were yesterday because that’s the way they live. It’s a place where the leader leads, and shows up for their employees with high standards and equal kindness.
 
Their secret is the understanding that employees only really care when they decide that being better at their job is making them better in their life.
 
If you have to resort to caring as a strategy, it means you’re not in the right business or, far more likely in our experience, you just need help getting back to your passion for what you do.
 
Nothing matters more to your customers than the feeling that you care about them. You have to be it, not act it. That takes guts.
 
Jonathan Raymond

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Written by Jonathan Raymond a Buisness Coach with EMyth.

EMyth (formerly E-Myth Worlwide) is a recognized leader in business coaching, training and education, takes online learning to the next level with the launch of an intuitively designed, cloud-based learning platform targeted to the needs of entrepreneurs and business leaders on-the-go.

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