‘Bad’ customer service turns customers away and ‘good’ customer service builds loyalty.  Articles, a blog post, and class discussion support this idea. The key to ‘bad’ and ‘good’ service is how service is defined in the context of an organization’s brand and whether that service is delivered consistently.

If service is ‘bad’ (ie inconsistent with the brand), customers will respond negatively. They may even send their thoughts to ‘the world’ through social media, as discussed in a CBC article.

As noted in Rachel’s blog, some companies, such as Wal-Mart, intentionally downplay customer service. While this may seem strange, it is consistent with Wal-Mart’s brand: namely that customers shop at Wal-Mart for price and selection, not for customer service.  Wal-Mart customers expect low prices, not high customer service.

The Zappos brand is known for providing 'good' customer service to its customers.

Consistency of service is fundamental in defining whether service is ‘good’ or ‘bad’.  The risks of call centers were examined in a recent COMM class. Zappos’ service reflects consistent customer service, driving customer loyalty.  However, the Dell example, presented an angry customer most likely due to inconsistencies in Dell’s service.

Customer service is important.  However, defining and delivering service that is consistent with the organization’s brand is key to organizational success.

Photo Reference: Zappos Team