Anatomy of Killer Customer Service

Pot Belly

Customers should never go hungry — literally! Check out how Morton's Steakhouse keeps its customers satisfied.

Morton’s Steakhouse saw and answered author and business consultant Peter Shankman’s tweet: “Hey, @Mortons – can you meet me at Newark Airport with a porterhouse when I land in two hours? K, thanks. :)” He landed to find a tuxedo clad gentleman holding a bag that contained a 24 oz. Morton’s porterhouse, shrimp, potatoes, bread, napkins and silverware.

Ear Drums

Awesome customer service means giving your ears a workout. Check out this example of listening (and listening...and listening) from customer service leader, Zappos.

The retailer broke its record for longest customer service phone call with a conversation that lasted 10 hours and 29 minutes. Interestingly, the Zappos rep wasn't even helping the caller with a customer service related issue. Instead, the Zappos rep was mostly conversing with the caller about life in the Las Vegas area. Although the discussion took a turn from the typical discussion around Zappos products, the conversation did eventually lead to the sale of a pair of Ugg boots. Thankfully, the rep was able to take breaks periodically throughout the call.

Heart

Demonstrating true respect
and kindness to customers is at the
heart of earning their long-term
business.

An 89-year-old grandfather got snowed in, and didn’t have much in the house for meals. His daughter frantically called local grocery stores to see who would deliver, and Trader Joe’s was the only one who took the call. The grocer doesn’t provide delivery services typically, but wanted to help. In addition to taking the order, the Trader Joe’s rep also recommended new items to accommodate the WWII vet’s diet. An upsell? Nope. The company didn’t charge a dime for the delivery, or the groceries themselves.

Bees Knees

The best service reps are genuine fans of their brand — they believe their company is not only the bee’s knees, but its legs and feet too. Your customer support front line should eat, sleep and breathe your product. Look no further than Apple for an example.

Apple views a "magnetic personality" in a customer service rep equal to proficiency, and it shows: Apple’s geniuses are some of the best of any major retail operation, not only in their deep product expertise but in their ability to embody the brand. Case in point: the company’s Genius Training Manual, which offers a bird’s eye view into what Apple customer service entails — such as a 14-day bootcamp with seminars like “The Power of Empathy.”

Side Stitches

Ouch! Painfully long wait times cramp customers’ style.

Who are the worst offenders when it comes to keeping customers waiting on the phone?

1. Continental Airlines, 13 min.
2. Air Canada, 10 min.
3. IRS, 9 min.
4. Amtrak, 9 min.

Typing Tendonitis

Who says email communication needs to be cookie-cutter and rote? Still a major touch point with customers, this vehicle is a great way to showcase awesome customer service, with a dose of brand personality to boot.

Though his dad told him to leave his toy Lego character, Jay ZX, at home, young Luka Apps couldn’t part with his beloved toy, and lost it on an outing as a result. Luka sent a tearful email to Lego customer service, begging for a replacement and acknowledging the error in his ways. Richard, from Lego customer service, not only sent him a replacement, but responded accordingly.

"My bosses told me I could not send you one out for free because you lost it, but, I decided I would put a call into Sensei Wu to see if he could help me…He told me to tell you, 'Luka, your father seems like a very wise man. You must always protect your Ninjago mini-figures like the dragons protect the Weapons of Spinjitzu!'"

Voice Box

The best customer service reps are also killer conversationalists, able to talk even the most frustrated customer out of a bad mood.

Eric McKirdy, the senior customer support rep at Ask.com, received an expletive-filled voicemail from angry customer Ted. Calling him back immediately, Eric patiently addressed Ted’s concerns, calming him down, and discovering the two share the same hometown in Oregon. Ted's toolbar product issue was resolved in 5 minutes, but the two spent another 55 minutes swapping stories about mutual friends.