I needed to get some money from one of my brokerage accounts, so being the "platinum" customer that I am, I expected prompt, courteous, and if necessary, flexible service when I asked for a check.
At first, the person with whom I spoke, informed me that I'd have to wait 24 hours to see my money. Pressed on that point, she left the line for several minutes, and upon retuing, she stated in a very punitive, persnickety tone:
"We can do that today, this time only; just once, as an exception. But if you call again and ask for the same thing, we won't be able to do it!"
Let me get this right:
In other words, if I twist their arms they'll give me prompt service, but they'll hate every second of doing it, and they promise to punish me if I request speedy help in the future.
How inviting! How enticing! How rewarding!
Don't those words just make you tingle all over?
Being a platinum customer makes me exceptional, so make exceptions, and make them, with a smile, that's what I say.
Even if I'm just a regular, good-old rank and file client, don't sound like your made-up, artificial rules, that have nothing to do with securities laws or real strictures, are more important than I am, or more pressing than eaing and keeping my business.
Because if you insist on acting so punitively, my money and I will leave you all alone, with only your rules to keep you company.
Dr. Gary S. Goodman, President of Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone® and Monitoring, Measuring & Managing Customer Service. He is a frequent guest on radio and television, worldwide. A Ph.D. from USC's Annenberg School, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations in the United States and abroad. He is headquartered in Glendale, Califoia, and he can be reached at (818) 243-7338 or at: gary@customersatisfaction.com.
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