Customer Service: Show, Don’t Tell

Joe Lachiusa

It seems that no matter what product or service you explore, the company will claim to have the best customer service. When comparing similar products we often ask, “What makes you different?” We might hear the universal claim of superior customer service and maybe a prepared list of reasons to back up that claim. What’s often missing is a genuine connection to the customer that is built on openness and honesty.

Sometimes I wonder why we, as consumers, bother to ask such questions. What do we expect the answer will be? Aren’t we just pressing their Play button? As Director of Client Services & Support at Pharos, my primary role is to provide our customers with the best service experience possible. I have acknowledged that “we provide the best customer service” is little more than a tired cliché, but it’s also a claim that requires a “show, don’t tell” perspective. Nobody really cares about such a claim; it only resonates when it’s experienced.

“Your most unhappy customers are your greatest source of learning.”

– Bill Gates

At Pharos, we do our best to live the values that we espouse—to be open, caring, respectful, and committed to our customers. This is what makes us different, and we are confident that your experience with us will leave you with this lasting impression. It starts with openness.

As a simple example, imagine you have just sat down with your family at a busy restaurant. Twenty minutes have passed and the server hasn’t greeted you yet. You’re hungry, thirsty, and the kids are growing impatient and frustrated. You have no idea how long this will go on.

Now imagine the same scenario, only this time, the server greets you within the first few minutes and says, “We are really busy and understaffed tonight, but I’m going to do my very best to take care of you as soon as possible. Let me get your drink orders started and then I’ll be back within 15 minutes to take your order.” The same amount of time has passed, but you probably aren’t the least bit upset because the server made a genuine connection and set an honest, realistic expectation.

It feels like common sense to me, but this openness and honest communication provides the proper sense of urgency and caring that creates lasting customer relationships. Of course we believe that we provide great customer service in addition to superior technology and professional services, but we don’t want to merely tell you these things; we want you to experience it for yourself.

It won’t always be easy. Our software solutions interact with thousands of network components and devices to solve complex problems. If the solution doesn’t work as expected, it can be perceived as a direct reflection of your judgment in selecting us. We understand that.

Yes, I’m saying that we aren’t perfect. At some point you may experience an issue that is either related to our software or you may have a network issue that causes the software to not function properly. It’s not common, but it can happen. There isn’t a comparable solution on the market that doesn’t experience such problems from time to time. How we respond to problems when they arise is our true test. I think Bill Gates said it best:

“Your most unhappy customers are your greatest source of learning.”

We are advantaged because we pioneered the technology and we go back further than any of our competitors in the space. This means we have solved many problems and learned many lessons, and we continue to learn from the unique environments and infrastructure challenges of our varied customer base.

Of course, customer service isn’t just about fixing problems—it’s about truly understanding the impact on the customer and addressing it with a sense of urgency. Our philosophy is simple: we listen, we care, and we act. We will continue to work hard to bring this philosophy to all of our customer-facing processes. I welcome any feedback on this topic and encourage you to reach out to me directly and tell us how we can improve.


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