What are the two dimensions of customer service?

It helps to understand that customers rate the level of service in two dimensions. Let's look at each.

First, the procedural dimension is the established systems and procedures to deliver products and/or services. If you have product quality problems, inadequate equipment and supply issues or your procedures aren't customer friendly, you have failed in the customer's perspective. In their view you have delivered quality customer service when you have delivered the product or service.

Second, the personal dimension is how service providers interact with customers (attitudes, behaviors and verbal skills). The personal dimension is the key to success. When a customer begins to do business they are already in some type of emotional state, therefore the impression an organization gives in the first three minutes may be the deciding factor in retaining an existing customer, obtaining a new customer or gaining referral business.

Using the following strategies will make a tough job just a bit easier. Take the initiative, anticipate the customer's needs, be helpful, be positive, listen and understand, deal with the uniqueness of the situation, and always make the customer feel special.