I read a thought provoking entry from Cory Trefiletti's Online Spin this morning. He is a principal and managing partner for Catalyst SF an online marketing firm.

Cory suggests that there is a difference between true customer service and service with a smile.  I couldn't agree more. We've all dealt with folks who try to help but few go beyond the normal bounds of service. They  reply "sorry" with a truly sympathetic look rather than saying, "let me see what I can do for you." In its worse incarnation it's a service provider who says all the right words after you've demonstrated true frustration. She is smiling and trying to look friendly while in her brain she is calling you all kinds of unprintable names and wishing you somewhere that is very very hot.

I recently had an experience where I showed up a day early for a flight home from a trip. I reeeeeaaaaalllyyy was ready to get home. Unfortunately the last flight east had left and since I booked the ticket, the airline bore no responsibility. The service agent said "sorry" and looked sympathetic but she didn't stop there. She checked on flights the following day, advised me about standby options and gave me a voucher that would score me a deeply discounted room. She went so far beyond the call of duty that when they mislaid my suitcase on the flight home, I felt I didn't have the right to get mad. (The suitcase arrived on my doorstep 24 hours later.)

It bears repeating. We're not just in the craft industry, we are in the solutions business.  The more we can provide our customer with good solutions, the more loyal they will be. So here's some thoughts on how you can implement some extra great customer service....

Instead of just sorry when...

A class is sold out... ask to take her number and call if there is a cancellation. Or create a waiting list and offer to contact her if you get enough people for another class. Promise her a guaranteed seat in that class.

You're out of stock on a product... offer to do a special order or earmark that product for her in your next reorder. Or call another retailer to see if they have the product and send the customer over (or if you can, go pick it up yourself and have the customer get it from you.)

You forgot to put a key item in the bag and the customer didn't have it when she wanted to work on a project. Offer 50% off the next persion of that one item. If they are local and it is remotely possible, drop the item off at the customer's house.

When it comes to customer service issues, it won't always be someone's "fault". Even in cases where your customer is hopping mad, she will remember that you helped find a solution.

Got any other solutions? Please share them by responding to this entry.--Beth

P.S. Read Cory's blog now.