Much of how we help people deliver better customer service is with examples. These are fun and useful because we all have them (since we’re all customers.) And sometimes it helps to look at examples of things we shouldn’t say to customers. That is, if we want them to keep coming back.

So, here is my top 10 list of things you should never say to a customer:

1. “Now just calm down.”

I recently popped into my local Staples to buy some new printer cartridges for my very hungry color printer. I needed two of every color under the rainbow, so I took my son with me because I was pretty sure it was going to cost me my firstborn to buy that much ink all at once.

Most organizations say they put the customer at the center of everything they do. Experiencing the service they provide, however, quickly proves otherwise. Their processes and policies demonstrate that the focus is on their convenience, not the customer’s. We’ve all been frustrated, for example, by phone trees that say; “For sales, press 1; for reservations, press 2; for customer service, press 3.” For real customer service we shouldn’t have to press anything, we should get to talk with someone! They’ve made things more efficient for themselves, but they’re irritating customers in the process.

Today’s new buzz words in the world of customer service are “customer engagement” and “customer centric”. The concepts are very valid and important to create a relationship with the customer. But as I read the articles I can’t help but think these are just new phrases for the same old stuff that has been around forever. It is all a reminder that we are in business for one reason – to service and sell the customer. The customer holds all the cards and the customer rules. Seems pretty basic.

The white-coated pharmacist handed me my drugs at my local drug store this morning. As she did, her eyes grew big and her voice rose like a teenage girl on opening night of the latest Twilight movie.

“Oooh, you’ve been selected to take our feedback survey for a chance to win $1000,” she said. I’ve never seen a pharmacist so excited. Apparently the thrill of winning a lottery trumps counting pills on the excite-o-meter. Who knew?

In most organizations there is at least one person who believes in the importance of delivering Amazing customer service. But for it to work, it takes a whole team. So a customer service champion needs to get others on the team to make it a priority.

There are a couple ways to do this. The two I like best are fundamental, not overly complicated. I call the first one: “Show me the money!”

Unbelievable. In this dire economy companies are still telling customers “Sorry, I can’t do that, it’s our policy.” Can you really afford to push your customers away because of some stupid misguided policy? Really?

Last Saturday I went to a local dim sum restaurant to celebrate my friend Mary’s birthday. There were 10 of us dining and we ordered A LOT of food. One of the guests asked for low sodium soy sauce. He was told “Sorry, that is only for people who are eating sushi.” We were stunned.

Here is your Daily Dose of Amazing Service:

Be passionate about customer feedback

And here are some additional thoughts on this topic…

Recently I was chatting online with a guy who does web design and software development. I was evaluating one of his products. At one point I asked him if he wanted feedback and if so how he preferred to get it.

His response: “I want all feedback!”

Since I’ve been beating the customer service drum lately I should point you to a useful post about how good service is tied to healthy profits. Read the post here.

The post is from a blog called: “Word of Mouth vs. Advertising”. It talks about how public companies that have earned high marks for their customer service have also returned a better price on the shares of their stock.

In other words, there is a correlation between good service and a valuable business.

“Not the maker of plans and promises, but rather the one who offers faithful service in small matters. This is the person who is most likely to achieve what is good and lasting.”

-Johann Wolfgang von Goethe

Over the recent holiday weekend I played a a few games of checkers with my youngest nephews, the twins.  At six years old they understand the game pretty well, including the idea of winning.

But, whenever one of them got too far ahead of their opponent, the game took an unusual turn.

A discussion ensued about changing things. Rules were bent. Accommodations were made. The losing player was allowed to add some checkers. Or the player who was winning would make a move that undercut his advantage.

The game changed. It

“Championship customer service isn’t a matter of what you think it is. It matters what the customer says it is.”

-Ray Pelletier