Shareworthy Service: Consistency and Dependability

By Tim Miles, Wizard of Ads Partner

“I’m a liar.”

One of my clients said this to me a few weeks ago. It lit this shareworthy service fire (Best Buy making my mom cry just poured kerosene on it).

He voices his own ads on the radio. He frequently talks about what customers can expect when they do business with us. He’d received a couple less-than-stellar reviews of his service team.

“If I’m there on the radio saying one thing … and we’re doing another … well, I’m a liar.”

What a moment. What a frightening, enlightening step-on-a-rake moment of clarity.

As consumers, we’ve grown so accustomed to being underwhelmed and mistrustful of advertising that we’re not even surprised anymore – in fact, we assume it’s the norm – when a company’s long on talk and short on action.

Not my client. We’ve launched a program to measure and reward improvement in our service.

It’s sad that consistency and dependability are facets of shareworthy service, but they most certainly are.

The best way to generate shareworthy service?

Disappoint a customer.

You have to raise the bar with systems, policies and procedures that spell out each interaction with a customer. Your team has to know what is expected of them – every time.

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