Customer Service Encounters

There are three kinds of customer service encounters, which will be illustrated with an example of a customer who wants to buy watermelons from a fruit seller.

Customer Service Encounter of the First Kind
(What do you want?)

Fruit Seller: What do you want?
Customer: I want 20 watermelons.
Fruit Seller: Here you go.

END

The fruit seller is basically fulfilling the customer's base need to buy watermelons. He closes a sale. End of story. Nothing spectacular. Let's see how the situation can be improved further.

Customer Service Encounter of the Second Kind
(How do you want it?)

Fruit Seller: What do you want?
Customer: I want 20 watermelons.
Fruit Seller: Do you want red or yellow watermelons?
Customer: Red will be fine.
Fruit Seller: Seedless or non-seedless?
Customer: I think seedless will be better.
Fruit Seller: What about these long shaped ones? They're sweeter than the normal watermelons.
Customer: Hmm. OK, why don't I get 20 normal watermelons, and 20 long shaped watermelons?
Fruit Seller: Here you go!

END

Instead of just selling 20 watermelons, the fruit seller managed to sell twice that amount, and probably get a satisfied customer in the process, due to his sincere interest in providing the best service to his customer. He not only closes the sale, but he also manages to ensure that that customer will be his regular.

Customer Service Encounter of the Third Kind
(What do you want to become?)

Fruit Seller: Hello. How can I be of service?
Customer: I want 20 watermelons.
Fruit Seller: OK. Do you prefer red or yellow, seedless or normal?
Customer: Red seedless will be fine.
Fruit Seller: Alright. Well, if you don't mind me asking, it's not always that I see people buying so many watermelons at the same time. I wonder, are you holding a party?
Customer: (laughs) No, no, actually I'm making watermelon juice.
Fruit Seller: Oh, I see. Well, I also have very fresh starfruit, apple, honey melon and other fruits. I suppose you make other fruit juices too.
Customer: Hmm, I suppose so. My specialty is watermelon juice, but I'm looking to venture into other fruit juices too.
Fruit Seller: Well, why don't you come to my special plantation and I'll show you some of my finest collection to make the best juice in town.
Customer: I'm interested!

END

The fruit seller chose not to focus on "closing the sale" or even getting returning customers. Instead, the fruit seller chose to become the customer's business partner, ensuring long term cooperation and a wonderful working relationship with the customer.

This example may be a tad simplistic, so think of the relevance of the 3 kinds of customer service encounters in your life.