Top 3 Reasons Why Customer Service Must Be Number 1

I have always believed customer service was the most important thing a person can do. Whether it was at age 15 at Waldbaum's supermarket as a cashier or handling customer e-mails on HTMLCenter for the last 10 years (for no money), it has always been the most important thing to me. I go into stores today and witness such a lack of customer service. I certainly hope the same level of service does not carry over to the world of web applications. You must create customer guidelines and understand that every rule may need an exception here and there.

Recently, I purchased a web application. Most likely it is one of the top 10 most popular applications. Unfortunately, the application did not have the functions or add-ons I need to be able to make it effective for CN. I asked politely for a refund, but was told no. Thirty-dollars down the drain. And for a tiny startup site with practically no budget, this means a lot to me. There are no terms about refunds on the site, so I would expect for a refund when I asked less than 24 hours after installation. Again, no go from the application's creator. I am really quite disappointed. (I am not naming the application to which this comment refers to at this point.)

And with that said, I present the:

Top 3 Reasons Why Web App Customer Service Must Be Number 1

1. It's your name at stake - I pity the fool who does not take customer service into account when creating and marketing your web app. One poor customer service experience could cost you your reputation and potentially decrease in sales and ultimately an end to your business. I have seen it probably 30 times in the last 10 years in marketing and technology.
2. You want to show that you have ethics – Proper customer service handling is very important to show that you have an ethical business model. Let the buyer beware won't cut it. If you do not have any policies to at least guide, then how can a customer know what to expect? While techies might be ok with this, once your app hits mainstream, it will certainly be a different story.
3. You want to do the right thing – If a customer is not happy with your web app and their purchase, do the right thing and refund their money.  Yes, it sucks to refund money that you expected to keep. But at the same time, you won't have a customer who hates you and your app because you stuck it to them.

Here are a couple of interesting examples of great customer service policies. It is probably the reason these are two of the most admired companies worldwide.

• QVC – If you purchase a food product or a makeup product, they will let you return it for 30 days even if every bite has been eaten or every drop of mascara has been applied. Imagine purchasing $100 in steaks, eating them all and asking for a refund and getting it because you were not happy with the last bite.
• Publix – If you try their brand of products and use it all and bring in an empty container, they will refund your money no questions asked

As I sat at the Future of Web Apps conference last week, I kept thinking that we are throwing 500 more people into executive roles with no training. I hope that as more web apps become mainstream, the more these new executives will get training (or hire) to create policies and practices that meet and exceed the three items above.

And lastly, and most importantly there are two rules to live by. I have and believe I have never had an unhappy customer.

1. The customer is always right.
2. When the customer is wrong, see rule #1

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