Seth Godin has an interesting observation about customer service this morning (it’s amazing how many lessons about what NOT to do can be learned at the airport!). The basic point is this:

Do you treat every interaction you have with your customers as an opportunity to further the relationship you have with them? EVERY opportunity?

Because here’s the thing: You have a very limited number of chances to interact with them. So each interaction has a much larger impact than it might seem. What might be your 30th customer call today, might be their only chance to interact with you. What will they come away feeling? Irritated, satisfied, or amazed? If a customer feels like the transaction (customer service call, complaint, whatever…) was a routine experience – if they are satisfied – is that OK?

Well, it’s exactly that. OK. But with just a little more effort, a little more enthusiasm, a little more listening – it could be AMAZING! Satisfied keeps you from getting fired. Amazing builds relationships. Amazing gets you rave reviews and brings you new clients. And amazing means that you have achieved your potential. Clearly amazing is the way to go.

So before you pick up the phone, or answer that email – prepare yourself to make the interaction amazing. It makes all the difference.