What Is Service?
Service is a dazzling—or, more accurately, an overused—term. From self-service to maintenance service, luxury service, service checkpoints, and even odd creations like "sewage service," we encounter a wide range of interpretations. But what exactly defines excellent service?
The Uniqueness of Service
Service is like performing arts: it is intangible, created in interaction with the customer, and perceived differently by each individual. Communication is the key factor.
Mistakes cannot simply be "repaired" or undone. Addressing a customer by the wrong name leaves a bad impression. If the repair of a high-end handbag takes weeks, even the most beautiful accessory loses its charm. A grand lobby is worthless if the reception lacks warmth.
Outstanding service must be perfect from the first interaction—a challenge that has only become more demanding over time.
The New Service Reality
In a world where products are increasingly similar and digitalization permeates all aspects of life, the line between product and service is blurring. Customers are more autonomous, informed, critical, and selective than ever. Every interaction with a company is a test.
If the service is lacking, the customer will either leave or publicly express dissatisfaction. Both outcomes are costly and damage a company's reputation.
For example, I recently received a personalized email from my IT provider offering a renewal for my antivirus software. I accepted the offer and, in my response, mentioned another issue with my PC that needed urgent attention. No response. My inquiry did not fit into their predefined scheme—so it was ignored.
Personalized Service as a Key Success Factor
Service is now the most important differentiating factor. It bridges the gap between product and customer and creates a true competitive advantage. Why? Because mass marketing no longer works.
People have a deep need to be noticed. They want to feel seen, heard, and understood. Customers expect communication on equal footing and want companies to actively listen to them. Standardized marketing messages and outsourced service hotlines frustrate them.
What they truly want is a service that not only responds but anticipates their needs—ideally before they even recognize them themselves.
Empathy: The Key to Magical Moments
Excellent service is driven by empathetic employees—professionals with both heart and mind.
Friendliness has an incredible impact. It creates magical moments and strengthens customer trust. With kindness, we express commitment and goodwill. It allows us to connect with people emotionally and positively influence even the most difficult situations.
But only through empathy can we truly understand the other person’s perspective. This enables proactive action, the perfect solution, and the right communication to delight customers.
Freedom Instead of a Rigid Script
Exceptional service requires flexibility. Employees need the freedom to respond to customers individually. A rigid framework of predefined rules stifles any sense of warmth.
A famous saying in the theater world is: "Acting is reacting." The same applies to service. There should be no fixed script that employees merely recite. Genuine interactions thrive on authenticity and empathy.
Conclusion: Service as a Competitive Advantage
Empathy and flexibility are the keys to outstanding service. Companies that empower their employees to engage with customers on a personal level and offer tailored solutions gain a true competitive edge. Because excellent service is not just a function—it is a mindset.