The value of customer service to long-term business development and customer retention is undeniable, though people often get lost in theoretical weeds. At the end of the day, treating customers well means providing the service you promised and quickly fixing customer service mistakes.
Consider an airline story as an example. Flying out of a small town means fewer available flights, so when an airline delays one flight, it cascades and kicks passengers off connecting routes, leaving them stuck. In this instance, the airline lets passengers know in advance. Going the next morning is not a massive problem, but it remains annoying because of canceled plans.
When the passenger informs the airline, the representative simply says, "You can put in a complaint." The passenger responds, "When you put in a complaint, a lot of people complain and nobody listens. At the end of the day, the consumer has to eat the cost."
Then, coming through the airport the next morning, the airline staff announces, "We waived your pet fee." The passenger never asks for this. Moments later, an agent approaches and says, "We are giving you back some of your points." The passenger does not expect this gesture. Having lived with the annoyance of being locked out of plans and swallowing the cost in the past, the airline actually does the right thing this time. It shows there are still people trying to make things right after an operational failure.
This experience highlights three core principles for building a stronger system of customer retention:
Provide the promised service as your baseline baseline.
Practice genuine empathy by listening when a failure occurs.
Make it right proactively to restore customer trust.






