Some companies are famous for delivering exceptional customer service. As customers, should we hold all companies to the same high standard?
I think back to a recent experience I had with WalMart customer service, and how poorly I felt the company handled it. But the more I thought about my experience, the more I realized that my expectations were too high.
I expected more than WalMart was willing to deliver. I expected more than WalMart is designed to deliver; I expected something that isn’t part of WalMart's mission.
WalMart doesn’t promise great customer service. WalMart promises low prices.
Their mission statement reads:
“Saving people money to help them live better was the goal that Sam Walton envisioned when he opened the doors to the first WalMart in 1962. And it remains our focus today. We continue to find ways to reduce costs throughout our supply chain while bringing quality products to our shelves. That means a lot to the millions of customers who shop with us.”
WalMart promises that its prices will be low, and that quality products will be available in its stores. Its mission statement doesn’t say anything about customer service.
For the sake of contrast let’s look at another retailer – Neiman Marcus.
Neiman Marcus’ mission statement reads:
“Neiman Marcus Stores will be the premier luxury retailer recognized for merchandise leadership and superior customer service. We will offer the finest fashion and quality products in an exceptional environment."
Neiman Marcus places a premium on superior customer service. So much so, that they’ve written it into their mission statement.
Companies design their business processes to deliver the experience defined by their mission, vision and value statements. If customer service isn’t part of that mission, as customers, we shouldn’t expect it.
Peter Drucker said, “The purpose of a business is to create a customer.”
If a company is able to create and retain customers by following its mission, then the company is justified in its purpose. It’s mission doesn’t have to include exceptional customer service, so long as the business is able to create and retain customers by offering some other value that in the customers' mind, compensates them adequately for the comparative lack of service.
As customers, we must align our expectations with the mission, visions and brand of the companies we buy from. All customer service is not created equal. Nor should we expect it to be.
Neiman Marcus is on a mission to deliver superior quality, service and style.