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What’s The Difference Between Good And Awe-inspiring Customer Service?

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These days it’s hard to get awesome customer service.

Some companies think good customer service is good enough.

It’s not.

Good customer service doesn’t wow you. It doesn’t make you want to tell others and shout about it.

But some companies are waking up to the fact that good enough is just not good enough, anymore.

I visited Boots at the weekend. They had a 50% off sale for After Shave.

I picked out two different ones.

The sales assistant said that I could get another £5 off one of them as I have spent over £10 on other goods.

She said she would deal with all my goods in 2 transactions.

With the first sales transaction she’d give me the £5 off voucher and then use the voucher in the second sales transaction.

Not many sales assistants would do that!

Not many shops would allow you to use money off vouchers on sale items!

What noteworthy and simple thing can you do to get your customers talking?

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17 Responses to What’s The Difference Between Good And Awe-inspiring Customer Service?

  1. richard June 11, 2012 at 9:01 am #

    Yes, great example of awe inspiring customer service. I qualify good customer service as doing what’s expected. I would define awe inspiring as going above and beyond and doing the unexpected for the benefit of the customer. Awe inspiring!

    • Andrew June 17, 2012 at 6:55 am #


      I agree – doing someting positively unexpected!


    • Adrian Swinscoe July 14, 2012 at 4:34 am #

      Hi Richard,
      I think that too many companies are trying to or getting seduced by creating wow service moments when, in fact, they’re still not even at good. Just think what doing business would be like if everyone and every business just delivered good service all of the time. How much better would that make things?


  2. jovie michel June 14, 2012 at 5:44 am #

    you just can’t imagine the difference customer service does sometimes. i have customers come to my cyber cafe just because the attendant in another cafe didn’t respond to him well. he’ll just pack up his stuff and come over to mine and becomes my customer from that day…

  3. Nancy Shields June 14, 2012 at 6:30 am #

    I can’t agree more on customer service – you know I’ve owned my playground company for over 15 years now and the beauty of the company is that I’ve had many of my customers for that long…they have stayed with me and they are loyal because of the great customer service I provide them.

    There’s a great saying – people may not remember your name but they will remember how you made them feel…

    In gratitude,

    • Andrew June 17, 2012 at 6:56 am #


      Great quote…but on-line your brand name also needs to be remembered!


  4. Debbie June 15, 2012 at 8:02 am #

    Thanks for sharing this Andrew. I know just what you mean. There are stores I shop in because of the great customer service and there are stores that I won’t shop in even if they were giving things away, because of past customer service.

    Good customer service is so important.
    blessings to you and by the way you treat your customers wonderful and a always appreciate it.

    • Andrew June 17, 2012 at 6:58 am #


      It’s a shame so many shops don’t appear to train their staff to provide great customer service (or even good customer service!).

      Often, they carry on talking to their friends, they ignore you, they look at you as if you just should not be there!


  5. Anton Koekemoer June 18, 2012 at 4:20 am #

    I do agree. Good is no longer good enough. Not in today’s competitive world of online branding and marketing – and customer complaints. One needs to have excellent service and customer experience to stand out above your competitors.

  6. Alexander Kaub June 28, 2012 at 5:21 am #

    Good is nice but awe-inspiring is awesome! I love the post inspiring one.

  7. Mariella Lombardi June 29, 2012 at 3:16 am #

    Andrew, don’t even get me started on good customer service.You are talking about a wow customer service, but these days even decent customer service is hard to find in my opinion.

    • Andrew July 9, 2012 at 4:14 am #


      What confuses me is why!

      Why is it so hard to find decent customer service?

      Especially in todays world, where many companies are struggling.



  8. Sanjib Saha July 14, 2012 at 8:45 am #

    Hi Andrew,

    Sanjib here. A very familiar article this. The title reminds of a very good instance of thought provoking and successful customer service move. Though it is old, we still like it. When call centres were started little did we know that they would be the gateway to reach the customers directly to help them and build a relationship in return. Good is good if it is for a purpose.

    Thanks again for making me share this view,


  9. Elena Anne July 17, 2012 at 3:46 am #

    Good point. Good customer service involves the employee going the extra mile, anticipating your needs and providing you with a service you’ll remember for the rights one – like your experience!

    • Andrew July 18, 2012 at 8:42 am #


      It’s just a shame not many employees do go the extra mile.

      When did you last experience that?


  10. Felicia September 21, 2012 at 7:42 am #

    Hi Andrew,
    Wow! Such things are usually unheard of. I’m always told by sales cashiers that I can use the voucher I am getting (regardless of the amount I am buying) the next time I visit their store. What you encountered there is surely a rarity. Hopefully, she doesn’t get fired or reprimanded if she’s found out.

    • Andrew September 25, 2012 at 9:32 am #


      I agree and we re-visited Boots last week and she is still there!


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