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Customer service is what can make or break you as a business regardless of your size.  Make a customer feel ignored and they will ignore you forever, make a customer feel important and they will consider your company important.  The need to treat others with respect and provide excellent service when people are investing in you was instilled in me from a young age. My father sat down with me when I was 8 years old and told me the story of a micro business enterprise and it’s owner’s dedication to premier customer service.  Here is the story about Wally the Cab Driver:

Great Customer Service is a Choice

A man called Harvey was waiting in line for a ride at the airport. When a cab pulled up, the first thing Harvey noticed was that the taxi was polished to a bright shine. Smartly dressed in a white shirt, black tie, and freshly pressed black slacks, the cab driver jumped out and rounded the car to open the back passenger door for Harvey. He handed Harvey a laminated card and said:

“I’m Wally, your driver. While I’m loading your bags in the trunk, I’d like you to read my mission statement.”

Taken back, Harvey read the card. It said:

Wally’s Mission Statement:

“To get my customers to their destination in the quickest, safest, and cheapest way possible in a friendly environment”

This blew Harvey away. Especially when he noticed that the inside of the cab matched the outside. Spotlessly clean!

As he slid behind the wheel, Wally said, “Would you like a cup of coffee? I have a thermos of regular and one of decaf.”

Harvey said jokingly, “No, I’d prefer a soft drink.”

Wally smiled and said, “No problem. I have a cooler up front with regular and Diet Coke, water and orange juice.”

Almost stuttering, Harvey said, “I’ll take a Diet Coke”

Handing him his drink, Wally said, “If you’d like something to read, I have The Wall Street Journal, Time, Sports Illustrated and USA Today.”

As they were pulling away, Wally handed Harvey another laminated card. “These are the stations I get and the music they play, if you’d like to listen to the radio.”

As if that weren’t enough, Wally told Harvey that he had the air conditioning on and asked if the temperature was comfortable for him. Then he advised Harvey of the best route to his destination for that time of the day. He also let him know that he’d be happy to chat and tell him about some of the sights, or, if Harvey preferred, to leave him with his own thoughts.

“Tell me, Wally,” Harvey asked the driver, “have you always served customers like this?”

Wally smiled into the rear view mirror. “No, not always. In fact, it’s only been in the last two years. My first five years driving, I spent most of my time complaining like all the rest of the cabbies do. Then I heard the personal growth guru, on the radio one day. He said that if you get up in the morning expecting to have a bad day, you’ll rarely disappoint yourself. He said, ‘Stop complaining! Differentiate yourself from your competition. Don’t be a duck. Be an eagle. Ducks quack and complain. Eagles soar above the crowd.’

“That hit me right between the eyes,” said Wally. “He was really talking about me. I was always quacking and complaining, so I decided to change my attitude and become an eagle. I looked around at the other cabs and their drivers. The cabs were dirty, the drivers were unfriendly, and the customers were unhappy. So I decided to make some changes. I put in a few at a time. When my customers responded well, I did more.”

“I take it this has paid off for you,” Harvey said.

“It sure had,” Wally replied. “My first year as an eagle, I doubled my income from the previous year. This year I’ll probably quadruple it. You were lucky to get me today. I don’t sit at cab stands anymore. My customers call me for appointments on my cell phone or leave a message on my answering machine. If I can’t pick them up myself, I get a reliable cabbie friend to do it and I take a piece of the action.”

Wally was phenomenal. He was running a limo service out of a Yellow Cab. Wally the Cab Driver made a different choice. He decided to stop quacking like ducks and start soaring like eagles. How about you?

 

This is a great tale that is passed around the internet, from company to company.  Many have read it, lots have ignored it, fewer have used it as a core value, but even rarer are the occurrences that companies abide by it.  I’m not saying that customers need to be given orange juice or spoken to altruistically, but they should feel as though you go above and beyond for them.  Notice how there was no mention of money.  That is because if you can provide this kind of care, the cost (within reason) should come second.

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About Dan Pietens

Dan is the President and Lead Developer of Innervation Technology and Design. He creates beautiful websites and believes in a world where small companies can survive and thrive through the help of affordable web services.