{"id":31441,"date":"2016-11-30T00:00:00","date_gmt":"2016-11-30T00:00:00","guid":{"rendered":"https:\/\/hyken.com\/customer-satisfaction-is-the-enemy-of-exceptional-customer-service\/"},"modified":"2023-11-13T20:57:30","modified_gmt":"2023-11-13T20:57:30","slug":"customer-satisfaction-enemy-exceptional-customer-service","status":"publish","type":"post","link":"https:\/\/hyken.com\/customer-confidence\/customer-satisfaction-enemy-exceptional-customer-service\/","title":{"rendered":"Customer Satisfaction Is the Enemy of Exceptional Customer Service"},"content":{"rendered":"\"exceptional<\/a>\r\n

Exceptional Customer Service<\/h2>\r\nJim Collins, author of the bestselling business book, Good to Great<\/em><\/a> said, \u201cGood is the enemy of great.\u201d\u00a0A twist on this excellent concept is that \u201cGood is the foundation of exceptional.\u201d\r\n\r\nA good customer service experience is doing what you are supposed to do. That\u2019s expected. In other words, it meets basic expectations. It\u2019s satisfactory. It\u2019s just good. Beyond satisfactory \u2013 and beyond good \u2013 is exceptional customer service. And, according to Nate Spears, the Chief Operations Officer and Co-Founder of ClearSource, exceptional customer service is anything you do beyond that is better than just good.\r\n\r\nI had an excellent interview on my Amazing Business Radio<\/a> show with Nate. His company, ClearSource provides customer support via phone, email, chat and social media for companies that want to outsource their customer service. Nate believes that good customer service is just a foundation for something better. He quoted Daymond John, one of the \u201csharks\u201d on the hit TV show Shark Tank, who said, \u201cGreat customer service is when you do for the customer everything you can do after you have done what you are supposed to do.\u201d\r\n\r\nNate says, \u201cDoing what you\u2019re supposed to do builds trust. And, trust is the foundation of the customer experience.\u201d Once again we\u2019re back to the old expression, \u201cPeople want to be around people and do business with people they know, like and\u2026 trust!\u201d\r\n\r\nTrust creates confidence. Confidence turns into repeat business. And when the customer comes back and experiences the consistently positive experience that they had the last time \u2013 and the time before \u2013 that repeated positive experience becomes predictable and can turn into customer loyalty.\r\n\r\nThis is why it concerns me when companies talk about \u201csatisfying\u201d their customers. Some people might say this is semantics \u2013 or that I\u2019m just playing with words. No way! Satisfactory is not acceptable if you want to be competitive in your market. I believe when a company says they want to satisfy <\/em>their customers, they actually intend to be better than that but are just using the wrong word to describe it.\r\n\r\nThink of it this way. If you were asked to take a survey of a recent customer service experience, and they asked you to rate the service on a one to five scale, where one is bad and five is great, satisfactory <\/em>would be in the middle. Satisfactory is good or average.\r\n\r\nMaybe I\u2019m not playing word games. Maybe it\u2019s not semantics. Satisfying customers is really just creating an average experience. So, if good is the enemy of great, then satisfaction is the enemy of an exceptional \u2013 even an amazing \u2013 customer experience. In other words, don\u2019t settle for good. Make it the starting point. Make it foundational.\r\n

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