In serving our customers it is often the little things that count the most

Serving our customers is a goal that every organization would say they have. And many organizations do it very well. But we often don't realize how the small things we do or don't do directly impact customer service. In fact, some of those small things don't even seem to relate to customer service - but they do!

Let me give an example. In working with an organization that does excellent work there is a common complaint. Email's between colleagues often do not get returned in a timely manner. Some not ever. But that is an internal matter, right? Not really! What seems to be a strictly internal matter which we often think does not matter has a direct bearing on the customer because how we operate and communicate internally either allows us to serve our customer well or not.

In the case referred to above there is a customer service department that deals directly with those served to solve problems and ensure an outstanding customer experience. This often means communicating with others within the organization. When there is no response or delayed responses they end up operating in the dark as to whether issues have been addressed or not. In addition, in the absence of information it is not possible for those responsible for the customer experience to ensure that breakdowns in that experience get addressed. So what is seen by some as unimportant (answering an email in a timely fashion) is actually very important in fulfilling the mission of the organization.

In most cases, it is the small things rather than the big things that allow us to serve our customers well. What seems insignificant to us may in the end be most significant in delivering on our promises to the customer.