We’ve gotten way too cute, complicated and convoluted for our own good – in everything from business operations and marketing to the technology driving all of it. So, take a big breath, then prepare to dial it down a bit – for the sake of sanity and sanguine outcomes.

A fundamental tenet of doing business well is, and always has been, customer service. While programs and protocols related to customer service can be very time-consuming and pricey, the time-tested formula is simple and straightforward: Treat people with care. All of us have feelings, stressors, busy schedules, and, at times, seemingly overwhelming piles of tasks on our plate.

Taking the time to care – whether it be customers, employees, vendors or others – will go a long way toward resolving problems, making friends, and establishing the cornerstones of loyalty. Put another way, treat people the way you want to be treated. It’s the essence of the Golden Rule, which is golden for a reason.

Stemming from this can be all the shiny new toys and whizbang technology in the world to help you do it better. But, make these tools complement the basics, not get in the way of them. One example of where problems occur with technology is chatbots and live chat, both designed – in theory – to improve the customer service experience.

Too often, they just prove frustrating and unproductive. Then the consumer, who already likely was anxious, becomes angry and often contemplates walking away from the company.

One easy solution to this, of course, is to offer live phone support as a backup. People who don’t want chatbots or live chat can go straight to phone support. Of course, it needs to be robust and reliable, so already frustrated folks don’t wind up on hold getting sales messages for a half-hour. And, for those who’ve found the technology wanting, having phone support as a backup can provide some peace of mind.

I went through a classic case of where customer service breaks down in the name of technology. A major worldwide vendor, in an effort to streamline support and attendant costs, has pretty much pigeonholed customers into non-live phone support options – unless people pay extra.

I recently had security concerns, based on a problem encountered earlier this year. Back then, I was able to connect by phone with a live human being who walked me through resolution and took care of it efficiently. I was relieved. This time, I couldn’t find any live phone support, so I instituted new security procedures on my own for my account that I hoped would prevent a second hack. I’m still checking the account several times a week to make sure all is well.

This is wrong on so many levels. Yet, it’s the prevalent way of doing business today. A colleague of mine called “customer service” an oxymoron in today’s world. It seems like we have a major split between the haves and have-nots. Companies committed to customer service are doing a truly excellent job. The companies that aren’t are glaringly apparent. Wherever possible, I do business with those that are clearly customer-service oriented and stay away from the others.

A recent example of what “to do” in retail offers insight. While at a local grocery store, I ordered a Starbucks dark roast. When the barista said they were out of dark roast, I walked away and started shopping. Five minutes later a woman approaches me in the middle of the store, coffee in hand. Turns out she was the Starbucks manager, who after educating the employee about customer service, delivered a complimentary dark roast coffee.

It was a big store, and I was gobsmacked that somebody had gone these extra steps (literally and figuratively) to deliver stellar customer service. It obviously left a positive impression and demonstrated that this store has a customer service-oriented culture.

So, what are the short takeaways from all this for product manufacturers?
1. Establish customer service support options that work for anyone. Generally, this means live phone support, email, text, live chat, and such AI as chatbots. Consumers will pick the one(s) that best suit them.
2. Treat every customer as though they were your only one. This doesn’t mean kowtowing to obviously entitled, demanding people. It simply means making the customer feel as though their individual needs and wants have been addressed. We’re all busy. Don’t make customers feel as though you don’t have time for them.
3. Make your presentation user-friendly, accurate, complete and welcoming. This needs to be reflected in everything from product labels to the website. If you’re offering QR codes or Augmented Reality options to connect on your labels or website, make sure information provided is educational, engaging and where possible, entertaining. Make it a fun as well as informative experience.
4. Do good as well as be good. Whenever feasible, tie your efforts to worthwhile causes near and dear to your heart. Socially conscious companies are proliferating quickly. Be one of them.
5. Follow up, follow up, follow up. Do what you say you’re going to do. Treat customers like gold before, during, and after the sale.

Follow the Golden Rule. It always will steer you right, in terms of satisfaction, joy, and yes, the bottom line.


Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.