20/20 Vision for Great Customer Service Experiences


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I’m taking the liberty of expounding on Theodore Hesburgh’s leadership thoughts and applying them to developing awesome customer service. The very essence of great customer service and amazing customer experience is having the proper vision of service.

The customer service vision banner has to be bold and held up high so that all individuals in the organization see the service message. You’ve got to see the big picture first, then make sure that your team sees THAT SAME big picture.

Open Your Eyes What Customers Need Today

Excellent customer service management and developing amazing customer experiences requires eyes wide open to the CURRENT needs and wants of the customer. Is the customer being delighted and wowed today? Is the service being provided meeting and exceeding customer expectations? Are we providing all of the tools, information, services that create the best experience for the customer?

Open Your Eyes What Customers Need Tomorrow

Excellent customer service management and developing amazing customer experiences requires eyes wide open to the FUTURE needs and wants of the customer.

I see a lot of talk about customer service and dealing with angry and upset customers. There’re reports a plenty about customers’ dissatisfaction with service providers. Why? Where’s the disconnect? Service providers rarely go out there trying to be bad at service customers. I think that the real problem is that customer service today is too reactive and not sufficiently proactive.

Awesome customer service managers and teams are visionary.

They are always thinking and brainstorming new and innovative ways to connect with customers and really take service to a new level. The really great teams are always looking for feedback and doing something about it. In the customer feedback, special emphasis is made to what customers want from the organization. How their experience was, and what points within the process they felt were troublesome.

In the Disney customer-focused customer service process, special attention is paid to combustion points. Combustion points are the processes with which Disney’s customers interact which can break down, creating negative customer experiences. Disney’s customer service management pays close attention to where these potential breakdowns can take place and what the organization can do preemptively to eliminiate, control, and mitigate the effect of service process breakdown.

Flavio Martins
Flavio Martins is the VP of Operations and Customer Support at DigiCert, Inc., a leading provider of enterprise authentication services and high-assurance SSL certificates trusted by thousands of government, education, and Fortune 500 organizations. Flavio is an award-winning customer service blogger, customer service fanatic, and on a mission to show that organizations can use customer experience as a competitive advantage win customer loyalty. Blog: Win the Customer!


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