Customers care about being treated properly – they do not care about your processes

Customer Service. It is one of the most important aspects of any business. It doesn’t matter if you’re business to business (B2B) or business to consumer (B2C) – it’s people who buy. And they care about being treated properly.

Digital Transformation (or DTX) is driving momentous changes across almost every industry. Companies are rebuilding themselves to be more agile and customer focused. Yet, there are still so many dinosaurs out there.

We get it, things go wrong. A customer or even a staff member makes a mistake. That’s not the problem. It’s how you deal with it that matters. Do you make it easy and leave the customer feeling happy, or do you refuse to acknowledge it and make life a living nightmare?

Too many companies focus on their own internal processes, in an seemingly never-ending complication that makes you think they WANT you to fail. Who wants to do business with a company like that?

On the other hand, there is a growing number of organizations that are truly focused on customer service. Getting things right the first time. Empowering their employees to solve customer problems.

This is the tale of two companies, and their customer service. Amazon Kindle and America Airlines. Before you watch, think about your experiences and let me know in the comments if you can work out which company is more customer focused.