In the realm of customer service, professionals often find themselves facing a myriad of unique and sometimes unexpected situations. From soothing the frustrations of dissatisfied customers to basking in moments of glowing praise, these encounters leave a lasting impact on both the service provider and the customer.
Below, 19 Forbes Business Council members share captivating customer service stories across various industries exploring the experiences that have remained etched in their memories. By examining the lessons learned from these anecdotes, the insights gained can enhance the way customer service is approached, deepen the understanding of customer needs and foster stronger relationships with those served.
1. Communicate With Unhappy Customers
As one of our original customer’s terms was coming to an end, we received notice that they did not plan to renew. We had a candid conversation with them about what they were looking for and ended up developing a new service line. They were beyond thrilled, and we’ve been able to extend the new offer to new and renewing customers. It ended up being a major win across the board. – Chase Flashman, ShipSigma
2. Prioritize Customer Needs
I helped a B2B Software as a Service (SaaS) client facing a critical software issue that was threatening their public sector operations. We quickly assembled a team, provided a dedicated point of contact and worked with the product team to find a solution. Our efforts paid off, and the client was grateful and referred several new clients to us. This reinforced the importance of prioritizing customer needs and being proactive. – Samuel Johnston, nth Venture
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3. Devote Time To An Unexpected Service
Customer service is most impactful when it’s least expected. I remember a customer success team that dedicated significant time to developing a new payment platform just to make sure customers got their money back for a discontinued product. I have to imagine that the customer service around a “service” that is sunsetted is particularly memorable because it would’ve been easier not to do so. – Anne-Marie Rosser, VSA Partners
4. Go Out Of Your Way To Provide A Service
There was a couple who was trying to buy gold. Other gold companies couldn’t help them because they lost so many of their documents. We jumped through hoops to help them and spent more hours with them than any other client in our history. It wasn’t even a big investment. They have since referred more than 15 clients. Customer service is one of the most important investments we should continue to grow. – Collin Plume, Noble Gold Investments
5. Pay Attention To The Small Moments
Small moments matter. I was hosting hundreds of entrepreneurs for an in-person workshop and we knew from our registration that a few of our guests would require additional support. Because we had asked the right questions at registration and waited for them to arrive, we created an amazing client experience that went above and beyond their expectations. Our team was full of pride. – Whitney Alexandra, Whitney Alexandra
6. Listen To Your Customers’ Suggestions
You can never start listening to your customers too soon. Shortly after we launched our business, we asked our paying customers where they saw room for improvement. One of the first paying customers we had was a plumber, he proposed we put in place an easier way of converting documents into different formats. At his suggestion, we introduced a new feature that is still popular with users today. – Petr Marek, Invoice Home Inc.
7. Schedule Time To Hear Each Customers’ Thoughts
When I started as a new CEO, a great mentor advised me to do a listening tour with all our customers. I scheduled time with each and every one of them. I learned both why they loved us and what we could do better. I identified which accounts were at risk. I made new friends and understood our business better. Listening goes a long, long way. – Tara May, Aspiritech
8. Give Refunds And Free Products
In the 1990s, Jeff Bezos said that customer service and profitability are highly correlated in the long run. On several occasions, I have had customers give me 1-star reviews on my products. I then turned them into my best customers by giving them refunds and several free products. A few months later, these same customers purchased my highest-priced and highest-margin products. – Chris Haroun, Haroun Education Ventures, Inc.
9. Admit When You Don’t Know
I had a great boss who taught me early on that saying, “I actually don’t know,” is perfectly reasonable. Customers often appreciate this response if it’s followed up by, “Let me try and figure it out.” People see through nonsense pretty quickly and intuitively. It’s much better to provide an informed, thoughtful and helpful response than dismiss the situation with incorrect or unhelpful responses. – Ori Carmel, Sowen
10. Offer An Incentive
During the pandemic, a popular fitness company with an app, bikes and treadmills offered their app free for 120 days. Was it a powerful business move? Yes. It was also a powerful ethical move when many organizations, from media to wellness, were scrambling to put up higher paywalls. It was a silver lining in a dark time and it helped over one million people exercise during lockdown. – Michele Paiva, Viper Public Relations
11. Communicate Any Exclusions In A Contract
I removed a client’s swimming pool, and upon completion, they complained that we didn’t also install lawns over the area. I explained that landscaping was not part of the project scope and pointed out that it was clearly not included in the contract. It taught me that I have no control over the assumptions of the client. I learned that exclusions are as important as inclusions in the contract. – Ryan Crownholm, Crown Capital Adventures Inc.
12. Understand Every Customer’s Dollar Matters
We had a customer who was on Social Security who spent her last $50 ordering from us. After addressing her issue and trying to rectify it, I learned a hard lesson. Not everyone who buys from our company has plenty; some even spend their last dollar. Every single customer (no matter how big or small their complaint) and dollar is super important. – Jackie Nance-Sons, Native Wildflowers Nursery
13. Be Respectful And Accommodating When It Doesn’t Go As Planned
After over 25 years of building organizations from scratch, one thing remains true: How you treat a customer when things don’t go as planned showcases who your business really is. Old man Myrick, my first mentor, always told me that the odds are against you unless you are playing the odds for you. A mad client tells 100 about you and a happy client tells 10 about you. Be of service first. – Stephen Scoggins, Scoggins International Inc
14. Help Customers That Aren’t Yours
My best customer service story stems from helping a client who was not mine. I was approached to assist a competitor’s client because they couldn’t see how to gain appropriate monthly cash flow on an investment property. I was able to quickly dive in and assist with underwriting the deal. I immediately figured out the issue and helped them to correct it while educating them on the process. – Leslie Anne Morris, Invest in the Smoky Mountains
15. Build Conflict Resolution Skills
My own experience as a customer success professional in the subscription economy has taught me conflict resolution. Through practice, I developed a formula to help dissatisfied customers: Listen and acknowledge, explain what you are going to do to find a resolution and follow up on a regular cadence until the issue is resolved. I no longer have a fear of difficult conversations. – Emilia D’Anzica, Growth Molecules
16. Work Together To Find A Solution
Years ago, a customer reached out with a complaint about our services. Despite initially feeling defensive, I actively listened to their concerns, empathized with their situation and took ownership of the issue. I worked collaboratively with the customer to find a solution. It also highlighted the value of working with customers to find a solution rather than simply apologizing and moving on. – Anne Bibb, Remote Evolution
17. Give Another Perspective
This particular client was skeptical about investing in our country because of crises. I told him that, “Foreigners come in their troops to invest and make money from our country. The darker the place, the brighter you should shine your light.” Then, I shared with him some history of those who invested during crises and how they are one of the richest today. He thanked me and invested the same day. – Stephen Akintayo, Stephen Akintayo Consulting
18. Listen And Acknowledge Your Customers’ Feelings
A customer service story from my career in e-commerce that has stuck with me was when I was able to turn a dissatisfied customer into a loyal one by listening to their concerns and acknowledging how they felt. Active listening and empathy are by far the most important traits to have when dealing with customers. – Wayne Liang, Liang Holdings
19. Be Your Customers’ Support
I have learned that no matter what the results are, the one thing that can make or break your customer relationship is honest and speedy communication or the lack thereof. Clients want to be assured that they are being kept informed even if the news is unpleasant. Most importantly, they want you there in their corner coming up with new and creative strategies to deal with the difficult moments. – Lisa Zeiderman, Miller Zeiderman LLP
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