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The library of essays of Proakatemia

Guaranteed customer satisfaction

Kirjoittanut: Aya Benhmida - tiimistä Crevio.

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Esseen arvioitu lukuaika on 6 minuuttia.

Main points:

  1. what a dentist’s office can teach us about customer care
  2. Why emphasizing sales over customer retention is the worst idea
  3. A customer’s journey starts with three phases.
  4. Three truths of exceptional customer service.


It’s true now that it is not hard to access business advice anywhere, but most of it is about how to get your foot in the door and attract customers. It is high likely to lead many business leaders to think that the challenge of dealing with clients ends once you’ve gotten them to buy a product or a service, and reality is: getting a customer to buy something is only the beginning of their experience with your business. One must think about how they feel after you’ve taken their money? Do they still feel important and acknowledged? Are they still getting your undivided attention?

What are the different customer experience stages if I want to compose a foolproof experience that will make every customer of mine feel like they’re the only customer that matters to me.


Many people, including me, have teeth problems and there is a day where they’d be enjoying a piece of hard candy or crunchy pretzel chocolate, until they bite down and hear an unusual noise, pain shoots through their jaw, something’s gone very wrong, which means mandatory visit to the dentist and which again means painful dental work, many people find it so discomforting that they most likely do not have their own regular dentist to call when something urgent and sudden like this happens..

Joey Coleman author of Never Lose A Customer Again, found himself in the same situation, but it had a silver lining, he unexpectedly had a remarkable customer service experience which in fact ended up making him a loyal client instead !

This started from first contact with an extraordinary receptionist that acknowledged the case of urgency Coleman’s situation was, and made him feel validated and important by rearranging the dentist’s schedule, Joey sensed some feeling of value and importance after his interaction with the receptionist even though they had never met before since he is a new patient. Actually, the receptionist even went further by sending Coleman an email that had the link to a patient-information form which he could fill out ahead of time online and this means that he wouldn’t waste time at the waiting room with an old clipboard and partially functioning pen trying to remember his social security number and using his phone to remember his mobile number.

The very great customer experience continued when the receptionist gave him a warm greeting when he arrived at the dentist’s office, and went even further when he got back home after the treatment. Coleman was pleasantly surprised when he received a call, it was the receptionist, who asked him how he was doing now that the painkillers had worn off, and she even gave Coleman the dentist’s personal phone number in case something goes wrong.

This level and type of customer service isn’t quite common, especially when visiting dentists. When wanting to obtain and retain customers, this dental office’s excellence should be emulated. All this thoughtfulness made Coleman feel like an important customer. He felt cared for, as though he were a cherished part of the office’s community. And it did transform him from having a lifelong fear of dentists into a loyal customer. If a dentist can do it, there’s no reason you can’t attract and keep clients of your own.

  1. Why emphasizing sales over customer retention is the worst idea

Imagine dating someone who is lovingly attentive and spares no expense in treating you like the most important person in his or her life. Now, imagine you get engaged to that person, and then, on the day of the wedding, you find out you’ll actually be marrying someone entirely different.

This might sound like an odd scenario, but in fact, it is what happens to new customers when they want to do business with a company, the reason for it is a flaw in the whole customer experience: Once the client is successfully persuaded by the sales and marketing team, the customer service rep takes over and that’s when the whole new different experience starts. Usually, the customer service rep isn’t aware and informed about all the client info as much as the sales and marketing team would, and in most cases, this leaves the customer with no other choice but having to explain things all over again. This naturally triggers a feeling of insignificance and unimportance in the customer itself.

Additionally, sales teams are commonly encouraged to invest time in securing a customer’s commitment, while customer service representatives are trained to \prioritize promptness, often assessed based on their ability to swiftly resolve customer concerns and conclude phone interactions. The less-than-stellar post-sales customer care is the result of a wider problem stemming from the disproportionate amount of attention most businesses put on sales and marketing.

The ones that are getting the employee of the month award and being celebrated are the ones who bring in new customers not the ones who are keeping them in, now when you think about it: Most of today’s company leaders got there through ranks of sale and marketing teams, so it’s no big surprise that the ones in higher position would favor customer-acquisition efforts instead of customer service, that is what they are familiar with!

  1. A customer’s journey starts with three phases.

Being able to provide a perfect customer experience, includes putting yourself, as a seller, in the client’s shoes and understanding what goes through their head when interacting with your business. And as it goes, there are three first phases a customer will go through and these are the most crucial phases that pave the way to making your new client a devoted one instead.

  1. Assess phase: A customer’s experience starts here; he makes his initial assessment of whatever product or service it is that you might be offering, which means he will be figuring out what to expect from your business. That is why it’s important to set ground for yourself as the best choice out there, This is how author Joe Coleman hinted to a future client to expect a valuable and generous relationship with his company if he were to become a customer. Coleman highlights this in his book by telling his experience as a sales director at a think tank ( aka policy institute), often he would send cute little thoughtful gifts to potential clients, for example after having a meeting with a highly interested golfer, he sent him a golf ball for a famous golf club.
  2. Admit phase: The customer acknowledges that they do have a problem and buying your product is one way to fix it, it’s important to be able to identify when they have reached this phase and prolong their positive high in emotions feelings; in other words their search is finally over and they have found THE solution !! This is a principle the toy company Ridemakerz works with, whenever a child at the store is done completing their own custom toy race car, their accomplishment is announced on the loudspeaker and celebrated by clapping and cheerings from the employees at the store, which asserts the child’s positive feelings about finally building their dream toy car.
  3. Affirm phase: This is the phase where the buyer comes down from the high during the previous one, his remorse can set in, the common initial euphoria has most likely worn off and they’re experiencing reality again which can be in the form of doubt, fear and uncertainty start hitting on whether to begin his relationship with your company or not. But it is your chance to hit back the customer’s second thoughts with positive, high-energy messages to affirm the reliability of their decision!
  4. Three truths of exceptional customer service:

Three fundamental truths sustain the commitment to customer satisfaction, refining the way businesses interact and serve their clientele.

The first truth lies in understanding each customer’s needs and expectations, recognizing that the unique requirements of a business must align with those of its diverse customers. This involves active listening, analyzing feedback, and staying updated on market trends. Moreover, recognizing that customers’ expectations are dynamic and can evolve, especially for businesses committed to exceptional service, entails continuously gathering perspectives to modify their offerings. By aligning with customers’ needs, businesses not only meet their expectations but also surprise them, creating a space where customers feel appreciated and understood.

The second truth focuses on the pivotal role of empowered and engaged employees. Customer service is not solely dependent on the rules or guidelines set by a company; it primarily stems from the actions and behaviours of individuals who have direct contact with customers. While company policies and procedures may provide a framework, it is the personal effort, attitude, and skills of employees interacting with customers that truly make a difference in providing exceptional service. These individuals play a crucial role in shaping the customer’s experience and perception of the company. Moreover, businesses that prioritize investing in employee satisfaction and empowerment often find a clear link between these investments and enhanced customer service. Empowered employees, equipped with the necessary authority and resources to promptly address customer concerns, play a vital role in creating positive and seamless service experiences. Cultivating a culture where employees are motivated, well-trained, and genuinely interested in customer well-being establishes a solid foundation for delivering exceptional service.

The third truth emphasizes the significance of consistency in service delivery, highlighting that exceptional customer service is not an isolated occurrence but rather a continual dedication over an extended period. It consistently fosters trust and reliability, which are essential for nurturing lasting customer engagement. Maintaining a uniform standard of service across various channels and interactions with different team members is crucial. Businesses need to prioritize consistency not only when it comes to meeting customer expectations but also to establish a brand image associated with reliability and excellence. In conclusion, the three truths of exceptional customer service are understanding employees and ensuring consistency. These principles lead the business to success. Embracing these truths creates an environment where customer satisfaction is not merely a goal but a journey toward enduring relationships and a great reputation. In a competitive landscape, exceptional customer service emerges as a distinguishing factor that helps set apart businesses and propel them toward sustained success.



Delight Your Customers: 7 Simple Ways to Raise Your Customer Service from Ordinary to Extraordinary. S, Curtin. June 11, 2013. AMACOM; 1st edition

Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days. J, Coleman. April 3, 2018. Portfolio; Illustrated edition


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