Saying ‘Sorry’ Isn’t Always Enough To Improve Customer Service Quality

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I lost my mobile telephone. The telephone company told me to file a police report and then come down to their office to buy a new phone.

When I arrived, the counter staff member was helpful and very understanding. She gave me a discount on my new phone purchase and a free replacement SIM card holding my personal account details. I was pleased and grateful with the customer service quality.

Five months later I lost my handphone again! This time I knew what to do. I filed a new police report and went back to the company to buy a new phone expecting the same level of customer service quality.

The counter staff member was helpful and understanding, but she gave me neither a discount on the new phone nor a free replacement SIM card. I asked if she had forgotten, or if the company policy had changed.

She replied, “We are very sorry that you lost the phone, and our policy is to give a discount and a free SIM card to make things a little easier for you. But our records show you lost your phone five months ago, and we can only feel sorry for you once a year.”

Key Learning Point For Customer Service Quality

Generosity is a good service policy whenever your customers need help. If they need help twice, be generous twice. (No one loses their mobile phone twice on purpose.) By helping out, you show a high commitment to customer service quality. The act just might earn you a loyal customer for life, too.

Action Steps For Customer Service Quality

Look for situations where your company policy restricts the flow of generosity towards customers who have a problem. Change the policy to improve customer service quality. Don’t hold back. Give generously when customers need you. Over time they will reward you.


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Copyright, Ron Kaufman. Used with permission. Ron Kaufman is the world’s leading educator and motivator for upgrading customer service and uplifting service culture. He is author of the bestselling “Uplifting Service” book and founder of Uplifting Service. To enjoy more customer service training and service culture articles, visit

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