In an exclusive interview with FuelNet, Ed Horrell, author of the best-selling book The Kindness Revolution: The Company-wide Culture Shift That Inspires Phenomenal Customer Service and host of a popular business radio program, shared his thoughts on improving customer service standards.

FuelNet: If you could identify just a few easily implemented things managers can do to enhance customer service, what would they be?

Horrell: Remember two things: Customers do not expect perfection, but they do want a “feel safe and good experience” when they have a problem. And they want to feel important. Therefore, the “little extra” creates the kind of experience that draws people back.

FuelNet: Any examples you care to mention?

Horrell: Doubletree Hotels offers a warm cookie when you check in. Les Schwab Tires sales reps run to your car when you pull in. Nordstrom empowers their reps to make on-the-spot customer decisions. L.L.Bean has its unconditional lifetime guarantee. These are examples of extraordinary customer service, based not on actions but on a culture that leads to an experience that people talk about.

FuelNet: In other words, great customer service must be part of who you are?

Horrell: Precisely. What is needed is to focus on the entire customer experience and what little extra can be offered to set a company apart. Not perfection because it is unattainable. Just add thoughtfulness and kindness to the equation and customers will talk about you.

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