When we think of customer service, we think of the words “please” and “thank you,” a kind face; we think of friendly window tellers and retail stores where people not only give you a receipt but also a smile. But really, customer service — true customer service — is so much more than that. In fact, we should change the term from “customer service” to “customer engagement.” And here’s why:
In 2014, I was handed the reins to all the marketing, advertising and employee engagement responsibilities at our family’s company, McWilliams & Son Heating and Air in Lufkin, Texas. Immediately I spent as much time as possible soaking up what I could from industry gurus, industry publications and asking a lot of questions.