Service is a buzzword that is both versatile and, at times, overused. From self-service to luxury service, from quick check-in service to even terms like waste management service, we encounter a wide range of interpretations. But what exactly is service? And when does it become extraordinary service?
Service is much like performing arts: it is intangible, always unique, shaped by interaction with the customer, and is perceived differently by each individual. Communication is key. A mistake cannot simply be "fixed" and undone. When an employee addresses a customer by the wrong name, it leaves an awkward impression. An unanswered email frustrates a customer before they even get to know the company. Even in the most luxurious lobby, a lack of warmth at the reception makes people feel unwelcome. Poor service cannot be "rewound" like a bad movie to start over with a new script. Outstanding service must be perfect from the first moment.
The New Challenges in Customer Service
Providing excellent service has always been a challenge for companies, but today’s customers are more autonomous, informed, critical, and selective than ever before. Every customer interaction is a test. If service is poor, the customer leaves or voices their frustration publicly—both of which can be costly.
The digital revolution has disrupted all industries. We live in a world where products are becoming more similar, and digital experiences blend with the physical world. The line between product and service is fading. New apps, smartphone functions, and platforms accelerate this transformation. Customer expectations are rising, and unexpected competitors enter markets at lightning speed. Simple transactions are increasingly moving online. Companies that fail to constantly innovate risk being left behind. Strategy and service require continuous evolution.
Is There Still Room for Personal Service in the Digital Age?
Yes! Even though customers have become smart shoppers, they are still emotional beings. They crave personal touches, small gestures that show genuine interest from a brand or business. Outstanding service is now the most powerful tool for differentiation. It creates a strong connection between the product and the customer, making a real difference.
What Today’s Customers Expect
Modern marketing strategies no longer work like a one-size-fits-all approach. People want to feel acknowledged, seen, heard, and understood. They expect real engagement from companies—not generic messages. Customers don’t care about corporate marketing scripts or outsourced call centers. They want businesses to listen to their needs and deliver exactly what they desire—or even better, anticipate their needs before they realize them.
The Key to Exceptional Service: Empathy & Passion
The future of service lies in the perfect balance between a seamless digital experience and human-driven interactions from people who are passionate about their work. The most successful companies invest in empathetic employees. Why? Because empathy, combined with kindness, has a profound impact. It creates memorable moments and builds trust.
Kindness conveys attentiveness, reliability, and goodwill. It allows us to connect with people and influence even the most challenging situations positively. With empathy, we understand the customer’s perspective and can provide the right solution at the right time.
Can Empathy Be Learned?
Absolutely! My experience from countless projects and within our own company has proven this. Top service performers are not born with a “customer delight gene”—they develop their skills through attention to detail, persistence, and a system. The best companies prioritize service excellence at least once a week, just like brushing their teeth—it’s a habit.
With our welearning program, we help companies train their employees to become service professionals with heart and intelligence. Because, in the end, it’s not about whether customers pay for a service, but rather about how the service is delivered.
The Emotional Impact of Service
Civil rights activist Maya Angelou once said:
“People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”
The “how” makes the difference.
Some companies barely need to advertise to attract customers and top talent. Why? Because of the stories told about them. Their employees wake up motivated every morning, ready to embrace challenges and drive the company’s mission forward.
Service that touches emotions creates a lasting impact. Happy employees create happy customers—and happy customers, in turn, make employees happy. It’s a powerful cycle.
This self-reinforcing dynamic also enhances employer branding, which is essential in today’s competitive job market. Companies depend not only on customer loyalty but also on the expertise, talent, and personalities of their employees. Because, ultimately, only what shines from within can sparkle on the outside.
Article by Sabine Hübner – One of the Top 100 Speakers
Recommended Reading:
📖 The Best Way to Be Different is to Be Better: How Customer Enthusiasm Succeeds
welearning: Why are some companies so much better at inspiring their customers than others? What makes a brand have that special something? The answer lies in employees who turn every customer interaction into an unforgettable experience. These employees work tirelessly to make life easier for customers and exceed expectations.
But they weren’t born with a “customer delight gene”. Their success is built on attention to detail, persistence, and a structured approach.
With welearning, we help companies train their teams to become passionate service professionals with heart and expertise—so that customers always receive the perfect response.
