As readers of this blog may know that I am a fan of Seth Godin’s work.

In a post on his blog in 2012 he wrote a short, yet insightful, post about the purpose of customer service. His thesis is that

‘The only purpose of customer service is to change feelings’

and the best way to measure how you are doing in that respect is to measure whether after the interaction with your customer they would recommend you to a friend.

I support both his points and would add one thing to reinforce the idea that customer service is all about feeling.

The best way to describe this is to use a quote (a quote that I use a lot and I may have shared it with you on this blog before. Apologies if it’s becoming hackneyed).

But, I believe, the quote bears repeating:

People will forget what you said
People will forget what you did
But people will never forget how you made them feel.

Maya Angelou

So, when thinking about your customer service or your customer experience ask yourself how it is making your customers feel? And, if it is changing feelings and creating good memories?



This post is one from the archives and was originally posted back in Dec 2012 on The Small Business Blog here. This is an edited version.

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