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You can’t automate customer service

Written by: Ross Fattori

Article Overview: Service-based companies must maintain a personal connection with their customers

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You can’t automate customer service

I recently met a young man who operates a mid-size transportation firm. His company’s sales are on track to hit $20 million this year. The company has grown steadily over the past 30 years, one satisfied customer at a time.

At one point, I asked him if any part of his sales process was automated. I wanted to know if his customers had the option of booking orders automatically, either online or by phone.

My client was swift to respond. “No,” he replied. “We’re in the personal service business, and our customers expect to be served by live human beings.”

Here is a $20 million dollar company that hasn’t lost sight of its core strength: providing a personalized service. Automated order taking would be the bane of this company’s existence.

We all know about companies that grew so big that they lost sight of what it was that fueled their growth in the first place – personal service.

If you’re a service-based business, you’re not selling a commodity. You’re selling an ability to solve problems. Your success should be built upon the professional relationships that you form with customers, relationships that can easily flounder if left unattended.

In a service-based company, customers want to deal with real people; they don’t want automated ordering systems.

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Home > Marketing > Ross Fattori > You cant automate customer service
Article Tags: Customer service, servicebased company

About the Author: Ross Fattori
RSS for Ross's articles - Visit Ross's website

Ross Fattori has more than 22 years' sales and marketing experience in newspapers and in the publishing industry. Throughout his career, he has served clients in the automotive, retail, real estate and manufacturing sectors by composing winning copy and designing dynamic ad layouts, brochures, direct-mail pieces and newsletters. Mr. Fattori is also journalist who has written extensively for newspapers, magazines and specialized publications across Canada. His writing credits include The Toronto Star, the Toronto Sun, Marketing Magazine, and dozens of periodicals and newspapers. Mr. Fattori writes a blog about marketing, new media and business trends at www.rossfattori.com

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Related Forum Posts
Which major company does a good job with customer service? Which major company does a good job with customer service? - Like many entrepreneurs I have run into major customer service problems with some of the large companies - having to spend an hour on the phone, talking to 4 different people and repeating my problem again to each one. As a result I try to work with smaller companies when I can because I know I will get better service. Do you have any stories of a big company that has got it right and does a great job with their customer service?
Re: How do you create the WOW factor in business? Re: How do you create the WOW factor in business? - I'm usually "wowed" by exceptional customer service at retailers by specific customer service employees. It's a sure way to win my repeat business and referral to family/friends.
Automate your business Automate your business - For me it would be finding more ways to automate the business. Just like Louis suggested most entrepreneurs hate doing administrative work. Usually when I find myself tied up doing too much work that I don't enjoy doing I find a way (usually through technology) to automate it and remove the problem.
Starting A Business Starting A Business - go get a customer! you can have a great idea but if you don't have a customer you'll never be successful. Build a product / service around someone who will pay you for what you can offer! It's the best way to build a business.
Re: Should bad tippers be exposed on Social Media? Re: Should bad tippers be exposed on Social Media? - I agree with you GT and Evan, A tip as far as I understand it is given according to the service received and if a customer is unhappy with the service they should be entitled to not leave a tip. If it was really bad then a complaint should be made to management. If the server is unhappy that there is no tip, maybe they should consider the kind of service they are giving to customers but under no circumstances should these things ever be broadcast on a social service or any public format for that matter. MichelleJ


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