Service as a Story

Did you ever notice that “word of mouth” about great service is typically communicated as a story?  More often than a simple “They’re very good” compliment is a “Did I tell you what the clerk did down at the Sack of Suds?” story.  Even as customers focus on the internet versus the airways as their preferred channel of service praise and rebuke, stories are their primary memorable medium.

We are all suckers for a great story.  We love telling them and we love hearing them.  Good stories make campfires worth lighting, cocktail parties worth attending and performing arts—well, the performing arts.  They instruct, inform, entertain, warm and warn.  A story is the spoken song, tall tale, or a poignant parable which makes a point, teaches a lesson, inspires the spirit or entertains the heart.

Great service providers focus on ways they can become the subject of a compelling customer story.  They consider how they might animate their customers’ experience in a fashion that touches something familiar within them, yet shows them something new about themselves, their lives, or their world.   How can your customer service be the headline of your customers’ stories?

About Chip&John

Chip R. Bell and John R. Patterson are customer loyalty consultants and the authors of several best-selling books. Their newest book is "Wired and Dangerous: How Your Customers Have Changed and What to do About it."
This entry was posted in Customer Devotion, Customer Loyalty, Service Stories, Wired and Dangerous and tagged , , . Bookmark the permalink.

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