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JJ Ramberg

JJ Ramberg is the anchor of “Your Business,” MSNBC’s weekly show on small business. In addition to her extensive television reporting experience, Ramberg has a background as an entrepreneur and co-founded GoodSearch.com. She has an MBA from Stanford Business School.



Customer service overkill can kill you

Posted: Wednesday, March 11, 2009 11:47 AM by Eve Tahmincioglu
Filed Under: ,

I was recently raving to a friend about the wine selection at a local wine shop. He told me he knew about the place and agreed it was top notch, but he also said  he no longer shops there.

Turns out my friend feels the wine shop staff is "overly nice."

Huh? I said to myself.

My friend hated that, no matter if he bought a case of wine or just one bottle, the employees would insist on carrying his package to his car in the parking lot. He said he felt like an idiot walking behind a guy carrying his six-pack of beer to his car, and felt pressure to tip the worker.

Maybe people are worried about keeping their jobs in this economy, or small businesses are desperate for customers, but there seems to be more cases of customer service overkill.

I decided to do a poll on social networking site Twitter about this issue yesterday asking:

Can there be too much customer service?/is too much attention a miss?

Here's a sampling of some responses I think business owners should read:

Katie_Traut: Yes, I think so. Take Martin+Osa. I love their clothes, but dread going in b/c the salespeople all harass you and stalk you.

apfriedman: yeah ... my dealership insists on calling my cell & sending an email survey every time I get my oil changed.

I also came across a great blog post by customer service and HR consultant Margie Tosch titled "Service Overload: Is there such thing as too much customer service?":

We decided to splurge and stay at a lovely hotel in Beverly Hills so we wouldn't have to worry about taxis and transportation.

It was a rainy afternoon when we arrived at the hotel. We were greeted by a swarm of uniformed young men, all waiting to do our bidding. Now, I don't know about you, but I am just fine wheeling my own bag. Yes, certainly if I am loaded with suitcases or juggling more than one or two items, help is appreciated -- and often needed. In this case, however, I only had one small, light bag on wheels.

They were quite gracious though and did not insist when I declined help, and immediately opened the doors for us. What a lovely hotel, really quite charming. We were helped immediately by the front desk staff, who inquired about our travels and plans. The manager was called out to meet us and shake hands -- this is where I started to feel uncomfortable. They were all lovely, but I was just checking in for the night, not marrying into the family! Their 'over to top' caring and solicitousness was just that -- over the top.

She went on to question when customer service goes from good to not so good anymore:

It made me think about the line between good, great, 'over the top' service; and if and when you cross that line and 'service' becomes a negative rather than a positive -- service overload. How do you know? And how do you teach your staff to read your customers so they know just how far to go, without going too far?

Great questions. What's your take? Do you think customer service is getting out of control?

Or, are you like one of my Twitter friends who think it's never enough:

ParalegalKris: I think there can't be too much customer service, esp. when my experience has been that customer service is dead.

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Comments

Yes, I was recently in a local Target sotre, when no less than 6 employees asked me if I was finding everything I was looking for.  Now, this isn't so bad that they've trained their employees to offer assistance, but you do get a little tired of answering the question from every employee you walk by.

James, Loveland, CO (Sent Wednesday, March 11, 2009 1:40 PM)

My biggest pet peeve re: Cust Service is when I have to call about a credit card or loan or something and get to talk to the customer service agents. Its not that they are rude, its that I can't get them off the phone!! When I get the information I need, I want to say good bye and hang up... but first its "Did that answer your question today?" yeah great thanks, and then "Is there anything further I can help you with?" no just let me get off the phone, and then "If you have any further questions please do not hesistate to call us back, we appreciate your call to Universal!" thanks can I hang up PLEASE???? Just hurry up, answer my questions in the speediest and nicest way possible (speedy comes first) and hang up.

Tammy Drinkwine (Sent Wednesday, March 11, 2009 1:45 PM)

I hate being fussed over. I will avoid any kind of business that suffocates me with too much attention. I don't like being ignored either. Just ask one time, then go away.

Patsy Day Montrose CO (Sent Wednesday, March 11, 2009 1:49 PM)

There is nothing worse than attempting to take my wife out to a nice quiet dinner in a decent restaurant, and being interupted every few minutes by a waiter/waitress asking us if our food is good or we're having a good time. Once is enough, after I've answered the question leave us alone.

Odi64 (Sent Wednesday, March 11, 2009 1:50 PM)

I quit shopping at a local PetsMart because a woman who worked there kept following me around telling me what kind of dog food to buy. And I hesitate to go back to the veterinarian because they always try to sell me their entire stock whenever I bring my dogs in for shots. They use guilt very heavily. It seems there is always some new dog disease going around that I must protect my dogs from. Sheesh.

Ed, Denver, Colorado (Sent Wednesday, March 11, 2009 1:52 PM)

The trick for customer service, I think, is it needs to be available whenever the customer needs it but should otherwise be invisible.

Therein is the rub, you have to determine at what point each customer needs service.

Eric Smith, Las Cruces, NM (Sent Wednesday, March 11, 2009 1:52 PM)

People just love to complain.  First, not enough service (can't get anyone to help me) and now it's "too much service"?  You've got to be kidding me.  Some people just can't stop complaining!

David S, Raleigh, NC (Sent Wednesday, March 11, 2009 1:52 PM)

I've worked in retail for over twenty years and customer service is the life's blood of the way shops stay in business. Small business owners want to keep you as a client. There is too much attention, sometimes, and when it happens to me I start to feel harassed; clerks and sales people keeping an eye on me in their store makes it seem as though they suspect me of being a shop lifter. I generally prefer to greet customers , ask them if they need help and, if they decline, let them be and shop. The results, it seems to me, seem fruitful, and the benefit is that the customer knows attention is available if asked.

Ted Burke (Sent Wednesday, March 11, 2009 1:59 PM)

There are stores I don't visit because the staff there is overly friendly.  Sometimes it comes across as insincere, like they are reading a script on repeat.  Sometimes it comes across like they feel you are suspicious.  I just want to browse, but they keep hovering.  They might be trying to be helpful, but I start to feel crowded.  At some stores each person is nice, but I get approached by all of them.  One offer of help is nice, but a dozen is overkill.

Some of the coffee shops, especially the drive throughs, are overly friendly.  They are always staffed by young ladies and they flirt with me relentlessly.  I suppose they are trying for better tips, but it starts to feel unseemly.  I go to the coffee shop for coffee, not to have my ego stroked by a pretty girl.

fletc3her, Seattle, Washington (Sent Wednesday, March 11, 2009 1:59 PM)

I wish there were some sort of sign I could carry at many mall stores that says "Seriously, I'm just looking."  I have actually felt stalked by staff at Bath and Body Works.

Ann, Jxsn MS (Sent Wednesday, March 11, 2009 2:06 PM)

When I walk into starbucks I HATE for everyone in the place to know my name and my drink.  The "Hey, Joe is it a Venti Coffee today?"  Does not need to be announced like it is the most important news story of the day! Over kill!

T Colorado (Sent Wednesday, March 11, 2009 2:09 PM)

Customer service? What customer service? This died in the US many years ago. BRAVO to those companies/people that are trying to bring it back. Hey, be happy you get to talk to and/or work with a human being. I think that we have become so complacent in terms of service, that if anyone offers anything above and beyond we are shocked and annoyed...? annoyed? Really? It is time we put our foot down to BAD service and DEMAND stellar service...everywhere you go.

Kevin, San Ramon CA (Sent Wednesday, March 11, 2009 2:10 PM)

I just got back from a fantastic trip to DisneyLand. It was my Daughters 10th birthday. We were treated like royalty. Our room was upgraded to a Suite, and we were brought complemntary treats at the end of the day. It made our trip a once in a lifetime event. We are not rich, but we want to enjoy life. So even in this economy we want to live. I want to say Thank you to the staff at paridise Pier Hotel for a great time and awesome customer service! Not over the top to us!!!!

JC AJ, AZ (Sent Wednesday, March 11, 2009 2:10 PM)

I run a customer service department, and we're hearing a lot of "you would think in these economic times" followed by some demand or expectation that we would normally consider unreasonable or even outrageous.  We find ourselves "giving in" becuase, frankly, customer loyalty pays the bills.

Vincent Pantuso, NY, NY (Sent Wednesday, March 11, 2009 2:18 PM)

On a recent visit to my bank, I was greeted by the reception- "Hi and welcome to XXXbank." That wasn't the problem. The teller insisted on speaking loudly and stating my name at the end of every sentence and question. I wanted to choke her! There is such a think as customer service overkill...that tell proved it!

Renita, New York, NY (Sent Wednesday, March 11, 2009 2:19 PM)

I told Home Depot they either stop the soliciting on every aisel or I will go to Lowes.  

Laura Doe (Sent Wednesday, March 11, 2009 2:20 PM)

I think people nowdays don't know what to do when they get great service so they don't know what to do.  Back in the 80's and early 90's you still got great customer service from most companies, but nowdays you're lucky if you get any service at all it seems.  Personally I like it when employees go a little overboard to make sure I am happy.  I work for an internet company and always try to give great customer service to everyone.  If someone comes to our warehouse to pick something up one of the workers here will offer to carry the merchandise out to the car just so the customer doesn't have to juggle their keys/opening the door and holding onto their purchase.  It may seem like we go overboard when carrying something out, but what is wrong with helping out with a small task like that?

Neal, Houston, TX (Sent Wednesday, March 11, 2009 2:27 PM)

In this day and age, if you're paying a premium price for a service, you should expect and deserve premium treatment from the staff.
Although some of what was described above could be considered "over the top" customer service, it is certainly better than having someone simply drop your change on the counter instead of placing it back in your hand...you know, the "little" things.

C.E. Macklin, Norman OK (Sent Wednesday, March 11, 2009 2:32 PM)

Coming from a person who has worked in customer service for the past 10 plus years, good customer service is a must!I have been to companies with poor service,and would not ever go back no matter how much I enjoy their product. I do not think there is a such thing as overkill on customer service as long as it is not too aggressive, aggressive customer service is just as bad as poor customer service. Find the balance          

Tara Neal (Sent Wednesday, March 11, 2009 2:34 PM)

I worked for a high-end consumer electronics store that offered a soda to each customer, never made the customer wait more than two minutes (that was the goal at busiest times) and generally hired and trained it's staff so they would be more knowledgable than the competition-when they had a polling company ask thousands of consumers that had shopped both this chain (it starts with a U) and Best Buy. one of the questions was on customer service expectations; which comnpanies customer service came closest to meeting your expectations. Overwhelmingly, Best Buy beat us out-why? Because at that time (the 1990s) Best Buy had a reputation for little or no customer service...and thats just waht the consumer thought going in. Whereas, our store could never live up to level that they promised.  You stay at the Ritz Carlton hotel and you should expect that kind of over the top customer service-it is more about sales/marketing preparing the customer for a certain level of CS.  That decides how your customers percieve you.  The whimp at his favorite liquor store needed only to mention what he wanted and I know I would have let him carry his own beer

Dave Canyon Tucson, AZ (Sent Wednesday, March 11, 2009 2:36 PM)

Good customer service, is service that is taylored to each individual customer. In my business, I have customers who simply want to get the price, place the order, and be on their way... and I have customers that seemingly insist that you hold their hand and shine their shoes!! Myself, and my sales staff attempt to get a "feel" for each customer and treat them accordingly.

JEFF,MARKESAN, WI. (Sent Wednesday, March 11, 2009 2:39 PM)

I agree that there can be too much customer service.  I recently ordered something from Office Depot and did not receive the item I orderd.  You have to call them to get a return number.  The woman was completely devastated that such a thing happened and apologized 6 times.  After the third apology, I felt she really wasn't sorry and I couldn't understand why she was so devastated.  It truly wasn't the end of my world.  I just wanted the product.

Edy, Concord, CA (Sent Wednesday, March 11, 2009 2:41 PM)

Being a speaker and trainer in Customer Service Excellence, I get this question from clients occasionally as well.  I tell them that the best way to identify what their customers feel is "Over the Top" is to get feedback from their own customers.  Customers will tell you exactly what they do and don't like.  If properly asked, customers will tell  you if some services are going to far or simply not appreciated.  On the flip side, it is nice to know that there are teams and companies that truly are doing everything they can in the name of service to retain their customers.

Kristina Evey, Grand Rapids, Michigan (Sent Wednesday, March 11, 2009 2:43 PM)

I have also experienced "customer service to the point of distraction." There a difference between good customer service...polite, available for help when needed, etc. But the constant disruptions and chirpy "How are you doing? Can I help you find anything?" are annoying and disruptive. I like to be left alone to shop, especially at the grocery store. The disruptions, in fact, often result in getting home without things I need, because just when I'm remembering what I need, someone else interupts my chain of thought.
I sometimes want to respond by "Yes, you can help. Just by leaving me the hell alone."
The whole "moderation" thing is good. Overkill, not so much. I'm grateful for the return to courtesy, and any customer service when needed.







































Judy Kayne, Denver, CO (Sent Wednesday, March 11, 2009 2:44 PM)

The context of your article is very interesting. We in the sales and service business, however, have found that customers have been so spoiled by good customer service, that good isn't good enough anymore. Every competitor in business now offers good customer service. We now have to offer the best customer service we can, all of the time, to try to differentiate us from our competition.

Clyde Hull, Oregon, Illinois (Sent Wednesday, March 11, 2009 2:45 PM)

It really depends on the service.  At Victoria's Secret, I hate how the sales people stalk you upfront but then there is only one person at the cash register.  I think it would be more profitable for them to not harrass me and allow me to browse for what I am looking for because I might find something else I like along the way.  I would rather they focus on the cash register so I am not forced to always wait in long lines.  This is my biggest pet peeve during the holiday season.
Other places it is great to have someone try to meet your every need.  I receive amazing service from the Lexus dealer and am pretty sure I will always buy Lexus because they actually seem like they are trying to make me happy and not their bottom line. The same goes for luxury hotels and spas.  I probably end up paying more for all of these things but it is worth it to be treated well.    

kitty, denver, co (Sent Wednesday, March 11, 2009 2:45 PM)

So much 'customer service' is just a facade. They want you to fill in surveys promising change, but it's just free marketing data. Staff will hover over you asking if you need help, but then can't answer many technical questions. Restaurant staff waits until you're taking a bite to ask if you need anything, but then you wait 15 minutes trying to pay the check.

Bob Hertz (Sent Wednesday, March 11, 2009 2:46 PM)

Well I thought I like the service I got until a friend of mine moved to the country.  At there grocery store they walk you to your card and put your stuff in it.  At first I felt real taken aback about it and now I'm used to it.

JoAnn Gentile, Fort Worth, TX (Sent Wednesday, March 11, 2009 2:46 PM)

There can never be too much customer service. However, in the quest to make sure every customer can reach an employee for assistance when needed the employer needs to let their employees know that not all customers are helpless.

Besides, the people that don't don't get all the help they want from customer service are the ones that complain the loudest. Would you rather a customer say you've been too helpful, or not helpful enough?

Mike, Piscataway, Nj (Sent Wednesday, March 11, 2009 2:48 PM)

I'm wondering if this might be a generational thing...  I know my mom loves over-the-top customer service, but I find that most folks I know who are around my age don't want help until we ask for it...

Hillary, Seattle, Washington (Sent Wednesday, March 11, 2009 2:50 PM)

Like furniture stores. Walk in the door and the vultures descend. Where we bought our last piece of furniture-the saleslady directed us to the items of interest, left, and returned after about 10 minutesto answer any questions. She did not "hover" and that is where we will return.

Shari, Valley Springs, CA (Sent Wednesday, March 11, 2009 3:00 PM)

Last week at the supermarket a young man wheeled my groceries to the car, loaded them into the trunk and said eagerly that it was a shame the store didn't offer a service to go home with senior citizen customers and help them carry bags into the house. Note: I'm in my mid-50s and wanted  to kick him across the parking lot.

Marcy, Mesquite, TX (Sent Wednesday, March 11, 2009 3:05 PM)

I have heard similar complaints from East Coasters visiting California.  "You're too friendly," they say, "Don't offer help unless we ask for it."  And I can nderstand that perspective after visiting New York, with so many people packed into such a tight space of course it would be a real pain to help every befuddled tourist along their way. I've heard of "Southern Hospitality" but to me that always felt akin to "so long as you believe what we do and look like we do, we'll be nice to you," over here we have "Western Hospitality," which is best described as "whoever you are, come along and have some fun."

John, Redwood City, CA (Sent Wednesday, March 11, 2009 3:20 PM)

I shopped at C. J. Banks for clothes. The clerk asked me once if I needed help. When I found an outfit to try on, she directed me to the fitting room. When I bought the outfit, they wrapped it in tissue paper with a little C. J. Banks seal on it.  They asked me if I wanted the receipt or did I want it put in the bag. They put the wrapped outfit in a very nice shopping bag and acted like they really appreciated my business.  I felt like I was the Queen of England!

On the other hand, Bank of America got my acount, because they have the friendliest tellers in our small midwestern town. However, once they get to know you, they call you at home to: (a) see how things are going, (b) did I want a credit card? and (c) offer some other service.  After working all day at a job, WHO WANTS TO BE CALLED AT HOME AFTER HOURS?
I literally had to change my phone number at home because of them.

One more, my local grocery store clerks always want to carry my groceries out--even one or two bags. I am 58 years old, have some grey in my hair--but I'm not that old, so I usually say, "Oh, I can carry that."  Well, one time I went in and I had a back injury--do you think they asked to carry my groceries that day? NO!

Gayle, Vandalia, MO (Sent Wednesday, March 11, 2009 3:21 PM)

I have no problem with this.  What I DO have a problem with is this proliferation of "tip" jars sitting in front of cashiers at McDonalds, Grandy's, etc. because I'm thinking ~ wait a minute! I'm the one doing all the work, no-one's bringing anything TO me, I'm paying good money and what exactly am I tipping you for??  Showing up for work??

Pupstermum, Dallas, TX (Sent Wednesday, March 11, 2009 3:24 PM)

I'd rather receive over-the-top customer service and respond to that than to receive none at all.  I was beginning to think it was a "lost art"!  Remember when the "customer is always right"?  Well, that sentiment now seems to be "the customer is NEVER right and if you argue with them about it long enough, they will give up..."  Most cashiers do not even bother to say "thank you" anymore after you make a purchase, and very few of them can make change unless the register or a calculator tells them how much it should be.  Things have certainly changed, and not for the better!

Kathy Hammond Owensboro, KY (Sent Wednesday, March 11, 2009 3:28 PM)

The best customer service I've ever experienced, be it in a restaurant, airplane, hotel, or otherwise, is anticipatory to my needs while being quite unobtrusive -- never ostentatious.

Bob Walthers, Seattle, Washington (Sent Wednesday, March 11, 2009 3:33 PM)

Kitty, What you received at Victoria Service was more than likely customer service with the primary goal of deterring theft.
Like a few have said before me, it is all about reading the customer and just being honest, helpful and humble. I used to work for a company that has always been a customer service powerhouse, and that is solely because they make true connections with the customer.

Jessica S, Jacksonville (Sent Wednesday, March 11, 2009 3:37 PM)

I think we're all just a bit used to the uncaring, overly-rude country we live in. Not to say there aren't still caring, helpful people out there. I think we're just not used to being pampered, or, if we do get good service, we tend to think it's not sincere - it's just done because it's in a job description or they're expecting a tip.

Doug Flint, Saratoga Springs, NY (Sent Wednesday, March 11, 2009 3:41 PM)

My pet peeve is also waiting in long register lines or trying to find someone at a register. I have left a pile of goods at an empty register and walked out in frustration many times...maybe someone will get the message. These also seem to be the stores covered in the news about their lackluster sales...duh... you can't make the sale if there's no one to ring it up!

M. Finn (Sent Wednesday, March 11, 2009 3:50 PM)

The bottom line is this:  if a customer doesn't like the product, atmosphere, or commitment to service at an establishment, go somewhere else!  I hear all too often how customer service has declined, and yet when I go out of my way to make sure a customer has a great experience, they complain that I'm too friendly or fake.  People may not have it both ways.  Either the want the service or not.  If they don't, then do not come into my shop because you will be getting it here!

Alexander cahill, Minneapolis, MN (Sent Wednesday, March 11, 2009 4:08 PM)

People also have to understand that just because they are a "customer" doesn't entitle them to crazy requests.
I have worked in Consumer Affairs for about 20 years and usually hate everyone byt the end of any given day. People feel that if they are inconveninced in the slightest that they are due some sort of compensation. WRONG PEOPLE!!  You are entitled to be treated with respect but if you are disrespectful towards a stores employees then all you deserve is to be shown the door.

Me, CT (Sent Wednesday, March 11, 2009 4:14 PM)

Think about this for a second...it doesn't matter what the product line is, your competition can provide the same "thing" as a finished product. Those companies that provide the extra service or value added that comes along with that finished product are the ones who will continue their success moving forward. The key to GREAT service is to read each client and follow their lead on your response instead of following a script generated through training.

Each person and each possible scenario is different, the Customer Service staff that can identify the type of individual and the unique scenario in front of them are the ones who generally make the difference regardless of the situation.

YOMarine (Sent Wednesday, March 11, 2009 4:14 PM)

I don't think there's a big problem with TOO MUCH customer service.  Most days the wal-mart greeters don't even seem too friendly.  Since the stores haven't been as busy as they used to be it's easier to find someone (when you are looking for them) but I think customer service needs to improve.  I've actually started doing more of my shopping online because stores push you back to the manufacturer when there are warranty issues and the people aren't at all friendly.  I actually went to a Home Depot before Christmas and wanted to buy several gift cards for family members and they did not have one single register open (not even at customer service) to ring me up so I had to hassle with ringing each gift card up at self check-out while trying to keep my two small children from grabbing everything off the shelves around us.  Of course there was ONE employee at the door waitint to check my receipt and merchandise.  Yes, too much customer service isn't really a big problem these days.  This author just looking for a different spin for a story!

amy of IL (Sent Wednesday, March 11, 2009 4:17 PM)

Good customer service can be the difference between gaining and keeping a repeat customer or losing one. I work for a nationwide business. Often times our competition will lose out on their repeat customers (who they have had for several years) because of their poor customer service.  We have heard stories that the customers are treated rudely, told to leave and come back later, or appointments not being honored if the customer is a few mintues late.  We have gotten customers from them when they are turned away 10 minutes before their store closes.  Although I do agree that sometimes customer service agents who go over the top can be annoying, customer service who don't do anything for you can be just as bad; especially in this economy.

R. J. Southern California (Sent Wednesday, March 11, 2009 4:17 PM)

I agree that too much customer service can just become annoying. Ok, I walk into your store, you can tell me whats on sale, or special, ask if I need help...but if I say no then go.
Iv'e worked retail for many years and have been pushed to stalk customers, I hated doing it and I could tell several customers just wanted to browse and find their own merchandise.
It's a game and a phony insincere one at that.

Distantwonder, Bay Area,Ca (Sent Wednesday, March 11, 2009 4:18 PM)

I wroked customer service 4 years taking orders over the phone. I was lucky in that most people knew what they wanted when they called, and mostly need sizing information or cokor verification. I worked for a well known Maine company that was rated #1 in customer service.
A pleasnt voice, someone that knows the computer system, and sale prices that are in the computer make a big difference. We were instructed to "be polite, take the order, close with a vocal smile.
When you go in our stores, you are not harassed, rather the clerks stay in sight ready to assist if nessesary.
The difference here is that by the time you enter one of our stores or call the order line, you already know what you want, we feel no need to chase away a customer that we didnt even have to hook.

Radical 1 (Sent Wednesday, March 11, 2009 4:20 PM)

The CS also depends on the color of your skin. I am a person of color and so I have experienced at many instances, that employees follow me just to make sure that I am not trying to shop lift. I am in a fairly good financial position but these places don't get my business as they don't give me the respect that I deserve as a customer.

Jon H., Savana, Georgia (Sent Wednesday, March 11, 2009 4:35 PM)

I had just the opposite happen to me this past weekend. I was in my local Payless Shoes and put my items on the counter. The cashier was sorting through some jewelry and talking with a friend. She did not stop when I put my items down. I waited perhaps 30 seconds and walked out. She called after me "You don't want this?" I said "Not if you're not going to pay attention to me." Payless lost a sale of about $50 which I spent elsewhere.

Maura (Sent Wednesday, March 11, 2009 4:35 PM)

Stores are now creating less friendly policies to deal with the economy but in the end it just does not make me want to shop there.  For example, Macy's now has a return fee of $1.99 for completely unused items complete with original tags and receipt and even purchased the day before.  This is disrespectful to loyal paying customers so I refuse to shop there now.  

John, Seattle, WA (Sent Wednesday, March 11, 2009 4:39 PM)



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