John DiJulius | Customer Experience Blog

Proficient OR Nice Why do we have to choose?

I was speaking to a doctor recently about customer service and I said, as I always do to anyone in the medical industry, that many times doctors provide less than excellent customer experience. The doctor took exception and replied, “I have asked at least a hundred people would they prefer a doctor who diagnosis the symptom and cures the problem, but maybe doesn’t spend time chatting, or would they like a very polite, outgoing, engaging doctor, who cannot resolve their medical problem? And every single person said they would like the competent doctor over the friendly non- competent doctor.”

To which I replied, “Why can’t it be both?”

Positive side effects of the recession

The recession has been a very positive thing.  As a result of the economic downturn, customer service (as a tangible, financial asset on the balance sheet) has finally gotten the recognition it deserves.

A one-point improvement in a company’s satisfaction scores

can result in as much as a 7 percent increase in cash flow

While the gap has widened between the haves & have-nots with regard to companies investing in delivering a better customer experience than before, there are more companies getting worse and the “average” is disappearing.

As a result, we no longer have to accept a knowledgeable attorney who never returns calls or a dry cleaner who does great work, yet the counter people have bad attitudes.  Why bother with a receptionist who determines how soon you get your appointment based on the mood of the day, or an award-winning hairdresser who makes you feel like you are on an assembly line.

I always say I am glad I have a qualified CPA who knows how to utilize the accounting laws and saved me $25,000 last year.  However, I am pretty sure there are a number of excellent accounting firms with well-trained, up-to-date CPA’s who know the same changes in the accounting world. So whether it is financial brilliance, medical, legal, or whatever, the following statement applies. (Add your own technical expertise to this sentence)

____________________ brilliance is a commodity

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