Total Customer Service by David Lill, San Diego State University

Posted on July 17, 2012. Filed under: Kris Hernandez, NMLS #501058 |

“Selling is the courtship: service is the marriage.”

Customer Service does not end once the transaction is done or the product sold.  It is an ongoing activity.  If you do not ‘tend’ to your customer, they will find someone who will.  Here are a few things to keep in mind:

Moments of Truth

  • Each time a customer contacts your firm, a moment of truth occurs. 
  • At each of these contacts, the customer becomes aware of the quality of your service.


  • Value added means going above and beyond what is expected of you. 
  • There is no speed limit on the extra mile.

Service after the Sale

  • Follow up and check on your ‘product’.  Did they get what they expected, when and how they expected it?
  • Send appropriate remembrances on special occasions and articles that pertain to the customer or their business.
  • Stop in and visit-even if you don’t need anything.  Become familiar with all aspects of their business.
  • Refer them some business.

Problem Prevention

  • If complaints are intercepted and solved, they don’t become major problems. 
  • Quick service can turn a lemon into lemonade.


  • More sales are lost through poor follow up than anything else.
  • Average businesses lose 20% of their customers every year through attrition.

Building Goodwill

  • Service is the only way to justify a price differential.
  • Goodwill makes a repeat sale possible.


  • Only 4% of unhappy customers complain.
  • Complainers are more likely to do business with you again.
  • 50%-70% of complainers will give repeat business if the complaint is resolved.
  • 95% of complainers will give repeat business if the complaint is resolved QUICKLY.
  • Dissatisfied customers will tell 10 people.  13% tell more than 20 people.
  • Satisfied complainers will tell about 5 people.

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