What’s With Customer Service?

In the classic film, “Miracle on 34^th Street,” there’s a scene when Kris Kringle, Macy’s Department Store’s designated Santa Claus, tells a parent unable to find a gift for her child she should go to Gimbels Department Store instead. That’s a picture of what customer service is all about – even if it means sending a customer to a competitor.

I’ve been wondering what’s happened to this whole notion of customer service. At one time, too many salesmen in stores became pests, hovering nearby as you examined their merchandise at your leisure. Today, however, finding any sales associate is tantamount to finding the proverbial needle in a haystack. Often we even have to trudge across a store to make a purchase.

Several weeks ago I bought a new, expensive light bulb to replace one that had burned out in the range hood above our stove. Last week the replacement bulb burned out. So I went back to the name brand, big-box hardware store and exchanged it for another. The packaging for each of the new bulbs that matched mine was torn apart, so I purchased a different bulb a store associate stated would do the trick.

When I got home, however, I opened the intact packaging only to discover the new bulb was cracked in three places. So I returned to Name-Brand Hardware Store again, bought a bulb that seemed sound – no cracks – and brought it home. But this one didn’t work either. (Hint: When you pick up a bulb and you hear something that sounds like broken glass inside, it probably is.)

Lastly, for the second time in one week, the national newspaper I subscribe to – which is delivered every morning with the local daily paper – didn’t arrive. I called the newspaper’s circulation department, received the obligatory “I apologize” and “I’m sorry,” and was assured the periodical would be delivered by 3 p.m. As I write, it’s 4:30 – and still no national newspaper!

We read about the woes of the retail industry, citing declining sales and often decrying purchases made online rather than in stores. Is that any surprise, when retail institutions have cut service to the bone until it bleeds and we receive as much personalized attention on the Internet?

Years ago, entrepreneurs like J.C. Penney and Sam Walton built their businesses on genuine interest and concern for their customers, who felt valued and received help when needed. Penney and Walton were men of faith, undoubtedly motivated by biblical passages like, “do to others what you would have them do to you” (Matthew 7:12) and “Do nothing out of selfish ambition or vain conceit. Rather, in humility value others above yourselves, not looking to your own interests but each of you to the interests of others” (Philippians 2:3-4).

Modern-day business, loosed from the moorings of a Judeo-Christian worldview, prefers a short-term, profit-centered approach. Customers are treated like cattle rather than valued assets that help the businesses to survive.

God actually set the best example. He took a “customer service” attitude when He sought to reconcile rebellious humankind to Himself. In Romans 5:8 we’re told, “But God demonstrates his own love for us in this: While we were still sinners, Christ died for us.” And Jesus declared in Mark 10:45, “For even the Son of Man did not come to be served, but to serve, and to give his life as a ransom for many.”

Wow! If that’s not the ultimate in customer service, what is?

Encountering an ‘Endangered Species’

Occasionally we hear about endangered species -- birds or mollusks on the brink of extinction. Advocates plea for the species, fearing its loss to nature and subsequent impact on the ecosystem.

Recently I encountered an endangered species – at a cell phone store. Having just purchased a new phone online, I wanted phone contacts and photos transferred from my old phone. The customer service rep not only greeted and signed me in, but also walked me through the steps to get my phone set up for immediate use.

She readily answered my questions and, perhaps sensing my extremely low-tech capabilities, explained nuances of my new phone and helped download new ringtones. All without making me feel like an annoyance or imposition on her time.

What this affable young woman was displaying has become an endangered species in the world of retail: Customer service!

At stores across America, in the name of cost-savings, customer service has been minimized, if not eliminated. I never liked salespeople that hovered over you, but it would be nice being able to find one when you need one.

So it was pleasantly surprising to find an indulgent cell phone salesperson – especially since I already had my phone and simply wanted it operational.

Essentially this person was manifesting the so-called “Golden Rule,” what also has been termed the “ethic of reciprocity”: “Do to others as you would have them do to you” (Luke 6:31). I suspect if roles were switched, she would appreciate similar treatment.

With many stores bemoaning subpar sales, perhaps they should restore good customer service – even if it requires hiring additional staff. A business adage is sometimes you have to spend money to make money. Wouldn’t it be revolutionary if retailers did that again?

They might save a “species” from extinction – even revitalize the retail ecosystem!