Customer service providers should show how their service is valuable and that the consumer is valued

The last time I was in Walmart I was stuck in a slow-moving lineup, watching the huge space now given to shoppers willing to check themselves out. I estimated four self-checkout machines per person using them, while at the cash registers we were reversed, four people per cashier. The space given for self-checkouts was at least double that of checkouts but more people were opting for the cashiers.

When I worked as a bicycle delivery boy for my father’s grocery-butcher store as a teenager, we would be sent to help the cashier when customers were piling up. My father could see them from behind the meat counter and would get anxious ifcustomers were getting less than ideal service. Large companies can lose that sense of personal connection to customers as they watch from the executive suite. What substitutes are customer satisfaction surveys, studies and the P&L.

Companies have been turning to the question on recommending to others – the net promoter score – since Bain & Company consultant Fred Reichheld published his 2006 book. It has the virtue of simplicity: People who rate the company at 9 or 10 on a 10-point scale when asked whether they would recommend it are considered promoters.

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