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Two Ways To Have Your Customers Work For You

Two Ways To Have Your Customers Work For You

One of my favorite sayings when it comes to customer service is this: “The best customer service companies are the best storytelling companies.”  All companies should strive to share stories that paint the picture of the great things their team members do. But, collecting those stories can really pose a challenge. Here are two ways to have your customers help in the process:


Customers are typically the best source of fantastic stories about our employees going above and beyond, or simply meeting expectations. When a customer has been treated well, many typically want to share. Unfortunately, all too often, sharing that information seems to be too much work, or is actually a cumbersome process. Companies should strive to make it as easy as possible to share the good stories as well as the bad.

One of my favorite examples of making it easy is from our sister company, John Robert’s Spa, in Cleveland, OH. In this example, company owner (and my boss) John DiJulius, not only asks customers to share both their great experiences and those that did not live up to expectations, but he also includes his cell phone number to make it as easy as possible. You don’t have to type in an e-mail address, log into a website and search for a link. You can simply grab your phone and tell him about it.


I’ll never forget the first time I received a “kicking tail” letter from Southwest Airlines. I remember opening the envelope thinking I was about to see a re-stocking of free drink coupons. Instead, it was a letter from Southwest’s Customer Care Department asking me to help recognize their team members when I see them “kicking tail.”

Quite simply, SWA was asking their A-List and A-List Preferred member, their best and most frequent fliers, to help them recognize their top performers with an easy to execute system. This system helped expand the eyes and ears of the organization. Now, brand advocates are on the lookout for great service so that they can reward it on the spot and do their part to keep the culture they enjoy going!

By Dave Murray