Your Business Rises and Falls by Your Customer Service

by Richard Rutigliano, PriMedia, Inc.

Poor customer service is the main reason customers leave. It is easy to fix.

Are your company interactions with customers helping or hurting your business?

Customer service representatives, drivers, and technicians are your proxies in the field. They are the ones your customers speak to, ask questions of, and get to know.

Results of the 2025 Gray, Gray & Gray Industry Survey were released this month (see article, page 16). One of this year’s questions was, “If you gained customers last year, to what do you most attribute this?” Competitive marketing/increased sales efforts and customer referral each got about one-quarter of the credit for new customers. However, the largest response to this questions was, “Gained due to poor competitor customer service” at 35 percent.

Sit with that for a minute. Thirty-five percent of respondents are taking the customers of competitors who provide poor customer service.

That is not poaching of customers. These companies are not aggressively chasing their competitors’ accounts. This is a statement of dissatisfaction with the original company. The service – whether a one-time situation or ongoing complaint – was bad enough that customers walked away.

Which brings us back to the first question. Are your company interactions with customers helping or hurting your business?

The Customer Is Always Right

The first rule of business is that the customer is always right. Thus, when the customer is unhappy, the company must make amends. Not doing so may lose not only that customer but potential customers as well!

It is an unfortunate fact of life that individuals are more likely to complain about bad service than praise good. In the digital era, those complaints are posted on Google, Facebook, or other platforms, and they are being seen by consumers researching your company.

• 81 percent of consumers use Google to evaluate a local business
• 77 percent of consumers “always” or “regularly” read reviews when evaluating a local business
• 49 percent of consumers trust online reviews as much as personal recommendations from friends and family
• Only 3 percent of consumers would consider a business with an average of 2 stars or fewer

Poor Service is Forever

It’s been said there are three sides to every story. The customer’s, the company’s, and the truth. No one is lying. Everyone’s perceptions are different. However, when it comes to business success, remember the first rule of business: the customer is always right.

With that in mind, imagine a consumer reading one of these reviews about your company:

“Stay away from this company. Terrible customer service. Everything they do feels like a money grab.”

“Had 2 HVAC techs come to repair my unit. Not only did they not address the issue, my ceiling leaked overnight while the AC was on.”

“Customer service rep was rude and unhelpful. She also hung up on me twice because I was telling her about my concerns.”

“It’s very unfortunate to give them one star but on numerous times an issue was never resolved.”

“Tech was completely disrespectful and inconsiderate. Would never recommend.”

“This place has zero customer service, don’t offer to help and are rude …. don’t know how they even have a 2.8... would not recommend.”

“These people have terrible drivers out in the streets trying to engage in road rage … very racist.”

“Had a tune-up scheduled for between 1-4. They cancelled at 3pm and promised they’d reschedule. 2 days later they said they were too busy and couldn’t reschedule for weeks. I received no apology, only rudeness and an attitude.”

“The ladies my husband and I spoke to were unsympathetic, rude and belittling.”

Naturally, the companies involved in the reviews listed above have a different viewpoint. The person who posted was not a recognized customer. They were vulgar and insulting to the company’s staff. The service manager or business owner tried calling several times, and was unable to connect. The customer did not understand the terms of the service contract or pricing agreement they signed. In the long run, whatever the company has to say about the issue is moot.

Companies that receive such negative feedback should immediately respond publicly and correct the issue privately. In fact, responding appropriately to negative – and positive – reviews will often earn the company good will from potential customers. Successfully addressing the issue and getting the original poster to change their review, is, of course, the best outcome.

The Business Behind Good Customer Service

Every company will, at some point, receive negative reviews. Everyone – both the customer and staff – can have a bad day. Misunderstandings are bound to occur. However, a company that regularly receives such negative reviews must assess their staff’s customer interactions and take steps to remedy any problems.

There are many valuable reasons to ensure your customer service representatives, technicians, and drivers are properly trained to handle even the most obstreperous customers:

• 80 percent of consumers would rather do business with a competitor after one bad experience
• Only 20 percent of consumers will forgive a bad experience at a company whose customer service they rate as “very poor”
• 65 percent of customers have changed to a different brand because of a bad experience
• It takes 12 positive experiences to make up for one negative experience

It’s clear that good customer service is good business. Smart business owners will take immediate action and bring in professional sales and service educators to work with staff in group and/or individual settings. Many readers are now shaking their heads, thinking, “I have been in the business all my life. I don’t need to bring in a stranger.” That is exactly why they should bring in a “stranger.”

There are all kinds of personal dynamics in small-to-medium sized business, as many heating and fuel providers know. The staff often includes spouses, siblings, children, other relatives, and “like-family” employees who have been with the company for decades. It is often easier for these individuals to take direction and constructive advice from “an outsider.” It is also helpful for company owners, executives, and managers to sit in on the sessions. A refresher is good for all!

Training for Almost All Situations

Customer service training is not much different from any other training you offer your staff. The session will most likely review some basic information, and then present the participants with situations to manage. This is also a good time to review company-specific services, products, discount options, and promotions. All staff members should be able to answer most questions about the company’s services.

CSR training from PriMedia includes segments on: the importance of a positive attitude; why you should never answer a customer question with the word ‘no’; dealing with angry or upset customers; determining the customer’s ideal resolution; offering solutions; ending calls on a positive note; and following up with the customer and supervisors.

Training sessions should also include role-playing of common customer issues, with attendees taking turns playing both the customer and the company representative.

Company managers and owners need to determine how much discretion they will allow the representative to make amends on specific issues. If leadership are uncomfortable with staff making financial adjustments on accounts, then the company needs to have processes in place to quickly move complaints to a “higher authority” who can make those determinations.

Many companies opt to offer two or more training sessions and arrange staffing so everyone gets to participate. Ideally, these are offered annually, so new hires are properly trained on the company’s expectations, and longstanding staff get a booster. Larger businesses frequently opt for quarterly reviews and individual training for valued – but brusque – employees.

Good customer service should be the baseline for every interaction. Exceptional customer service should be the goal. Training can help get your company there.

Richard Rutigliano is President of PriMedia, Inc., an integrated marketing and communications firm specializing in the home energy sector and offering a wide array of SaaS products nationwide. He can be reached at 516-222-2041 or rrutigliano@primediany.com.

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