What Is Customer Service? | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

You know, many people say, "Oh, we give great customer service." And then I ask them, "Well, what is great customer service?" And they're like, "Oh, we get an official order out." And I'm like, "No, that's not great customer service."

Great customer service is making the person in front of you feel like, for those few minutes, they are the most important person in the world. Yes, it takes training. Yes, it takes a branded shopping experience. But the attitude about it is that you are making sure that that person feels something when they go into their brick-and-mortar store because people who feel they matter buy more.

Today, I want you to think about customer service needs to be defined by you, trained by you, and then you end up being able to deliver that. Otherwise, you just end up like every other person on the street, every other brick and mortar saying, "Oh, online's beating our butt," when you can decide what customer service is, and that's what brings customers back every time.

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