Customer service legends: superior service creates stories customers never forget.

Everyone in the service industry has heard the story about the Nordstrom sales associate who refunded a set of snow tires at a customer's request. If you are not familiar with Nordstrom, it is a department store specializing in fashionable clothing: They don't sell tires! Still, the associate reached into the cash register and refunded the money. This story has turned into a legend and made Nordstrom synonymous with customer service.

Many years ago I purchased a sport utility vehicle. I noticed the stick shift regularly slid out of gear when I was driving, so I took it back to the dealership. It was a Friday, and they offered me a vehicle for the weekend at no charge--a comfortable full-size sedan, several grades higher than mine. I remember the feel of the car, which was exquisite.

When it was time to return the vehicle, I made the trade with some reluctance. The dealer provided service beyond what was necessary. I left feeling the problem I initially had was a non-issue. Can you guess how many times I have shared that story?

If you can solve people's problems, even make them glad they had a problem, you grasp the concept. The key is to think big and consider what is within your control to make a customer feel special and valued when things go wrong. Here are a few specifics:

* Remember, the customer is always right--even when they are wrong. If you can't provide what the customer wants, find a better solution. Move mountains, or appear like you're moving mountains to make them happy.

* Be there for your customers. Make sure they know you are focused on resolving their problems. Maintain eye contact, smile and show empathy.

* If you can't solve a problem, find someone who can. Solutions do not always come from inside your organization. Develop vendor relationships or make business alliances you can capitalize on to find a resolution.

* Provide a budget and policy allowing employees to make decisions on the spot. A service provider calling for permission tells the customer the person waiting on him or her has no authority. Create an environment that empowers your employees, and give them the tools to knock the customer's socks off.

* If you tell a customer what your policy is, you are heading into dangerous territory. You are setting them up for a refusal, and they see it coming. Focus on what you can do, and politely let the customer know your limitations.

* Always under promise and over deliver.

Start each day looking for opportunities to create exceptional service. Just give it a try. You might create a story and become a legend a customer will never forget.

Jeff Williford, CPM, CCIM, (jwilliford@willifordgroup.com) is president of Williford Property Group and a senior investment advisor for Sperry Van Ness.

by Jeff Williford, CPM, CCIM

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