Customer Support
Signature Service Sets You Apart

by Craig Harrison

   Some companies provide indifferent, average or good customer service. A few provide great customer service. And then there's another category...signature customer service. That's where a company's customer service is distinctly its own, with a signature style that immediately sets it apart from competitors. Customers appreciate signature service. It goes part and parcel with the branding each company strives to create. Can you create a signature style of customer service to augment your sales system?
   At any given time during a trip with Southwest Airlines their signature service reminds you you're flying with them. Their friendly demeanor and tennis shoes, at the counter, at the gate, on the plane, signals you're with Southwest. The humor they employ, at the gate, over the in-flight intercom, and in their wonderful commercials, reminds you you're partnering with the fun folks at Southwest. That's signature style and it's memorable, meaningful and profitable.
   Nordstom's signature service is distinctive in a different way. The piano music in their stores, their demeanor and their willingness to Śmake it right' set a tone that comes through at any of their stores worldwide.
   Ditto Disney with its emphasis on happy guests and magical moments that delight their customers throughout their Disney experiences. Their goal is to make every Disney experience a pleasurable one. Thus smiles and friendliness proliferate.
   So how will your signature service set you apart from your competitors? What unique ways can you serve the needs of your customers? How can you create a service dimension that signals to customers that they're your customers, to be cared for in a unique fashion. Will it be the care and attention to your communication with them, the style and manner you interact with them in person, the aftercare you provide, or some other method?