On the backside of marketing and customer service, you probably come across a lot of data and models. Maybe that is why when it comes to offering good customer service; we can often get caught up in what the numbers say we should do. That’s because we feel that if someone has taken the time to measure what qualifies “good customer service” or a “good experience” we should listen to him or her.
Yes and no.
When it comes to making customers happy, there’s a lot more to it than science. Sure you can turn to formal models, surveys, and other helpful pre-measured information that may help you form some new ideas. That being said, creating a great customer service experience also comes down to your unique target audience. After all, no one knows your business–or your customer–like you do. This is true even of models and surveys done for a similar type of business or within the same industry.
A recent article by Lawrence Crosby on the AMA website says:
“Experience has taught me that marketing phenomena are complex, that data can be misleading, and things are not always what they seem.
Models can help sort things out. They can serve as an application of theory to explain a problem, or a way of capturing observations to help build a theory. In either case, they are abstract, often visual, representations of cause and effect that can be tested for their fit with reality.”
Those of us who consider ourselves more analytical than emotional might struggle with the notion that service doesn’t necessarily equal data. Nonetheless, when you’re a business owner or an entrepreneur you absolutely must open yourself up to putting yourself in the shoes of your customer. This requires so much more than measurements–it requires feeling.
When your customers can feel for your brand message, that’s when they buy from you.
And feelings can’t be measured by a model.