How to Create a Friendlier Company

Recently, I saluted companies who've demonstrated excellent customer service over time. Today, I talk about their more difficult counterparts. (Not by name, because, after all, there are so many.)

Whether it's true that customers go wherever they can get a bargain, caring little for decent customer service, I don't know. Here's what I do know:

As a consumer, I need Web sites that are easy to use. Try navigating the site yourself, as if you have never seen it before. Better, let a current customer use it as you watch over his or her shoulder and listen to comments. (Store owners: This goes double for your customers' shopping experiences.)

Voice Mail

Please do not tell me my call is important to you. Show me by not wasting my time.

Please do not tell me my call will be answered in the order in which it was received. I don't expect you to answer in any other order.

Please do not tell me you're recording the call "for quality (or training) purposes." I seriously doubt any company's quality has ever been improved this way.

Please do not use a phone answering system that features loud noises.

Please do not ask for the same information a human is going to request in a few moments.

Better, please do not use a recorded system at all. Yes, you have to pay receptionists and customer service reps. You earn back that money in loyalty. Yes, it is monotonous for the rep to have to answer the same questions all day. Look for employees with well-developed senses of humor, and promote often.

Please do not accuse me of racism or nationalism when I ask you to staff your call center with persons who understand the subtleties of our language(s) and culture(s).

Create the customer service experience that you would want.