Showing care is a demonstration of our intent to unconditionally serve the interests of the other person. When we show care to our customers irrespective of whether we can get anything out of it in return, we demonstrate sincere and genuine interest in helping the person with their problem or issue. There will be times when we cannot deliver on what our customer wants, but if they feel genuinely cared for in the relationships they are much more likely to remain our customers in the long run.

OUR SUMMARY OF THIS VIDEO EXCERPT: Customers conclude that they have received good service or bad service if they have got what they wanted or have not got what they wanted … correct?

Not correct!

For example, let’s say I’m on a business trip and my work is done early and I want to go home to my family. I check the airline website and see that there is an earlier flight available.

So I call the airline and I say, “Hey I’m done early and I’d really love to get home to my family. I see that you have availability in the earlier flight. Can I get on that flight?’

The agent replies: “I’m sorry, you have the wrong class of ticket so I can’t change your flight.’

I say: ‘I’m happy to pay whatever fee it is, please can I get on that flight?’

‘I’m sorry sir, I told you: you have the wrong class of ticket so I can’t book you. There’s nothing I can do, the computer won’t let me do it.”

Okay, I now hate that airline.

But let’s replay that same scenario in which the replies are as follows. ‘Sir I want to get you home to your family. The problem is your ticket is the wrong class and so the computer won’t let me. But let me see what I can do – I really want to get you home to your family. Click, click, click, click, click, click, click. That didn’t work. Click, click, click, click. That also didn’t work sir, let me talk to my supervisor. Click, click. Sir I talked to my supervisor we’ve tried six different things and there’s nothing I can do. I am so sorry, I just cannot get you on that earlier flight.’

I say: ‘Don’t worry, thank you for trying.’

Now I love that airline even though I didn’t get what I wanted.

That’s what it feels like when someone cares. It doesn’t mean we always get what we want, but what we get is somebody who understands and cares about what we’re trying to accomplish.

That’s good service.