The Real Worth of Great Service

I had a funny dream that I was in a fast-food restaurant.  Instead of the proverbial, “Would you like fries with that?” I got “Would you like good service with that?”  When I answered affirmatively, the counter clerk added fifty cents to my five-dollar tab.

My dream is more than an middle-of-the-night aberration.  New research by the American Express Global Customer Service Barometer (and reported in the May issue of Chain Store Age) reports that 70% of Americans are willing to spend an average of 13% more with organizations they believe deliver great service.  So, how does this compare with last year?  The same research conducted in 2010 revealed that only 58% indicated they would only pay 9% more for excellent service.

Here is the sad part from the same AMEX research.  Sixty percent of customers believe companies have not increased their emphasis on insuring their customers get good service.  Except for small business!  Eighty-one percent believed smaller companies show concern for better customer service.  Think of it this way.  Customers of all businesses are like patrons of a restaurant.  Deliver great service and your customers will increase “your tip” by at least 13%.  Do the math?  This is not complicated!


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."
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