Foreword

At first glance, the title of this book seems to suggest that great customer service is so simple, any “idiot” is up to the task. Yes, the principles are very simple, but providing great customer service—embracing those principles, applying them on a daily basis, instilling them in your corporate culture—is not an easy task.

The customers have spoken and they aren’t happy. According to Fortune magazine, “customers were cranky in 1996 . . . Overall, the corporations listed in this year’s American consumer satisfaction index . . . were judged by consumers to be . . . less friendly than they were last year.” Frankly, that is not surprising. In this low-touch, high-tech society, we seem to crave more human interaction. Instead, we get voicemail prompts and e-mail messages. But while the consumer environment has become more demanding, and certainly more volatile, customer service professionals are working harder than ever to please. As the Executive Director of the International Customer Service Association (ICSA), I am constantly impressed with the dedication of our members to providing the highest levels of customer service; their commitment to research and education; and in general, their desire to raise the level of customer service across the board.

So why the negative image? Simple. The customer service industry is largely based on consumer perceptions. Thanks to an increased media and consumer awareness of customer service, those perceptions have risen more quickly than most companies’ budget-conscious customer service functions. Promises of “anything for the customer,” have raised the bar to new heights, but downsizing-related budget cuts have left customer service teams fighting to catch up with heightened consumer expectations. It can be difficult to tangibly express the importance of customer satisfaction to senior management and shareholders with eyes fixed intently on the bottom line. Often, in response to tighter operating budgets, customer service functions feel the squeeze. What looks like an easy solution on the financial statement can lead to bigger problems in the future.

As you read this book, one theme becomes increasingly clear. Customer service is no longer a department, it is a culture cultivated throughout the organization. Perfect. Frame that phrase and hang it in your office, make copies, put them in everyone’s inbox. Too often customer service is considered one branch of a company, one arm of a manufacturer, the counter person at a fast food restaurant. That’s where the problem begins, with the mentality that customer service is simply a front line entity, an independent facade not directly connected with the rest of the group. The authors, Ron Karr and Don Blohowiak, note that “Every individual has a direct effect on the organization’s ability to provide its customers with [great customer service].” In short, everyone is a customer service representative.

The Complete Idiot’s Guide to Great Customer Service is an excellent reference tool for professionals at all levels from the front lines to the executive offices. Written with the understanding that the reader is the customer, it is very user-friendly, easy to follow, and divided into logical sections like “What Exactly Is Customer Service?” and “Build It and They Will Come: Creating a Customer Service Organization.” There are several chapters devoted to the possibilities and pitfalls associated with emerging customer service technology, as well as excellent case studies and a list of helpful resources.

True, customer service can be a challenging profession, but also an extremely rewarding one. Regardless of where you are in terms of reaching your customer service goals, you can always find time to celebrate the positives. National Customer Service Week (annually the first full week of October) is designed to spotlight the numerous acts of great service that happen daily but never reach the headlines. If you would like ideas on how to celebrate and promote this event, please call ICSA at 800-360-ICSA(4272).

Great customer service can make the difference, and set your company apart from the pack. If you aren’t already, become known for your great customer service. The benefits will carry your company to greater heights and healthier profits.

Brenda Anderson

Executive Director
International Customer Service Association