Service is More Than Just Being Nice to the Customer


Customer service is a crucial element to sales and business that is often overlooked in many sales & marketing blogs. The reality is that in the digital age, customer service is more important now than ever before. Companies who have a high level of service are quickly disrupting many industries that previously did not focus on it. For example, has a very high level of customer service, which increases the overall customer experience. For many people, the overall experience of using Amazon is far superior to going to the store, so they prefer to shop online.

Without a high level of customer service, sales become nearly impossible. At the end of the day, people buy for emotional reasons, not logical ones. You can have a superior product and lose out to someone who has better customer service. In the 21st century, service sells.

As salespeople, we are expected to have high customer service skills as well. If a prospect has a concern or if a customer has a problem, having the ability to overcome their issue is crucial to the retention process. A lot of people think that customer service is just being nice to the customer. Yes, that is important, but it goes a little above and beyond just being friendly.

Not too long ago, a young boy named Luka Apps wrote an email to Lego. The email stated that Luke bought a new Lego Ninjago kit with all of his Christmas money. He took one of the people (Jay ZX) with him to the store and lost it. He pleaded Lego if they would send him another one, adding “I promise I won’t take him to the shop again.” Lego responded with a custom email stating that they had talked with Sensei Wu (a Ninjago character) and were told to send over a replacement Jay ZX, along with more characters from the series. That’s customer service – that kid will be a lifelong Lego customer now.

He told me to tell you, “Luka, your father seems like a very wise man. You must always protect your Ninjago minifigures like the dragons protect the Weapons of Spinjitzu!”

Sensei Wu also told me it was okay if I sent you a new Jay and told me it would be okay if I included 

something extra for you because anyone that saves their Christmas money to buy the Ultrasonic Raider must be a really big Ninjago fan.

So, I hope you enjoy your Jay minifigure with all his weapons. You will actually have the only Jay minifigure that combines 3 different Jays into one! I am also going to send you a bad guy for him to fight!

Just remember, what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitzu! And of course, always listen to your dad.

Good customer service means going above and beyond to take care of the customer or prospect. Lego could have just sent an automated message saying “Yes, we will send you one.” Instead, he got a custom email that made him feel special.

Another example: During an intense rainstorm, a Wendy’s employee walked outside, removed an umbrella from the outdoor seating area, and walked an elderly man to his car. That man, along with everyone who reads the story, will associate that Wendy’s with customer service and friendliness.

As salespeople, our job is to sell the product/service to the customer. Without a good reputation for customer service, that becomes difficult to do. If a customer or a prospect has a problem to overcome, go above and beyond to help them out. Service creates customer loyalty, which is the key to sustained business success.



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Author: Jason Karaman

Hello! I’m a marketing, sales, and customer service author, blogger and doer. I live in the South Carolina Lowcountry with my wife. I enjoy reading, writing, hiking, kayaking, and all things beach. For media inquiries, send an email to

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