So what the heck is Customer Service? Not this!

You see and hear it everywhere it seems. We're the best because we really care about our customers and we provide great customer service. So if every business out there offers great customer service, then why does it seem that we as consumers are getting worse service all the time? So, the question is not only what is customer service, but what is good customer service?

To help illustrate what we all go through every day, I'm going to share with you a story about a recent experience I had with a franchisee of a company we're all familiar with, McDonald's. On this particular evening I went to the drive-thru and ordered the following: Two double cheeseburger's with no onions. A quarter pounder with cheese, hold the slivered onions, but add the minced onions. A small order of fries.

A few minutes later I was making the seven minute drive back to my home. No, I did not fully check the order before driving off. I did look into the bag to make sure the count was right. When I was taking the order out of the bag, I noticed the fries cold and limp. The double cheeseburger's not only had the minced onions, but slivered onions too. And finally my quarter pounder with cheese (that by the way I was craving all day) did not have minced onions but what seemed to be twice the normal amount of slivered onions!

Now you're probably thinking a couple of things. One, you should have checked the order before you left and two, just scrape off the onions and live with it. Yes, you're probably right, but I wasn't going to open every burger and check the condiments right there in the drive-thru lane, and heck, my fries were not only cold, but limp too! And you wouldn't be getting this valuable lesson on customer service and what not to do.

At this point I call the restaurant and talk to the "Assitant Manager." He tells me to bring it on back and they'll re-make the order. About seven minutes later I'm back at McDonald's and I show the "Assistant Manager" my recept which clearly states my order. He is going to take care of re-making this himself. About five minutes later, the order is ready. It's all bagged nicely and ready to go, no, I did not open every burger to check the condiments, but I did make the point of specifically ask the "Assistant Manager" and he assured me that everything was correct. This err in judgement may come back to haunt me.

I know this story is a little long, but it will payoff in the end. So, I make the seven minute drive back to my home. I start taking everything out of the bag; The fries are warm and crisp. The double cheeseburgers do not have onions. The quarter pounder with cheese... has the freakin' slivered onions!

Yes, yes, I know. Just scrape them off. It's not that big of a deal. It's a principle thing for me now. I call the restaurant and speak with another "Assistant Manager" as the person I was originally dealing with has left for the evening. I explain everything I have been through, and quite calmly I might add. His response; "Bring it back and we'll re-make the order."

Hmmm. I think I've already done that. I let this person know that I've already been back. I'm not going to do that again. "Well then, what do you want sir?" I'd like to get what I ordered, twice now I might add. "If you bring it in, we'll re-make it for you..." I'm not driving back there. "Then I can't help you..."

This is the perfect example of the seemingly indifferent and poor level of customer service we all receive each and every day. Now I'm not one to cut off his own nose to spite his own face. And, having small children would make it nearly impossible to forever avoid going there. So, I will continue to go to McDonald's, just not that one. That's right my own little revolt. It may seem meaningless and trivial, but, if we all started boycotting those businesses that didn't treat us right and rewarding those who do with our business, I believe we'd all be the better for it.

Now, I have never worked at a fast food restaurant so I don't know exactly what those people deal with. But what I do know is what makes for good customer service. What could and should have been done differently in this situation? Both people I dealt with should have kept in mind the adage; It's cheaper to keep a customer than to attract a new one.

That being said, when I called the first time, I should have been offered the choice of returning to have my order re-done, or been offered a credit for the same meal another time. (No, they should not have offered my money back. I'll get more into that in a later post.) Additionally, when I did choose to have my order re-made, I should have been given a coupon or credit or some item of value as a gesture of their remorse.

Remorse. Did you say remorse? Yes I did. Not in the dramatic sense when you've lost someone, but with the idea that they can empathize with what you've experienced. Now I can't fully blame the people I dealt with directly. Yes, they should take more care and pride in what they're doing. However, most of the blame lies with their management. Every organization should have systems, processes and procedures for dealing with situations just like this. It would be naive to think that every business can operate flawlessly. People are fallible and mistakes are going to happen. How you handle those mistakes determines the quality of your customer service.

To find and reward locally owned and operated businesses throughout the US that do provide great customer service, visit our web site: www.iswami.com

Tony Rose