A lesson in customer service from Frank Burns

In one of the early episodes of the popular television show M*A*S*H, bumbling Frank Burns tries to impress a shapely 20-something who was visiting the camp. When she commented how nice everyone was, his pithy reply was, “It’s nice to be nice to the nice.”

Oddly, old ferret face is right. I’ll explain.

Saturday was errand day for me: supermarket, gas station, department store, office supply store, etc. Between stops I made a couple of phone calls to stores and customer service numbers. Clearly, a very exciting day.

What really struck me was how terrific (and nice) everyone was. For example, I called Staples a couple of times, and both employees I spoke with were helpful and incredibly polite. While neither was able to completely grant my request, their attitude left me feeling okay about that.

Later, I visited our local Staples, and came across one of the employees I’d spoken with earlier. Despite being interrupted by me several times, he remained pleasant and very helpful. When I reached the cash register, the young woman there was also very friendly.

While this might sound like an ad for Staples, it’s simply the story about the impact of good service, which begins with being nice to customers.

On the other hand, I recently heard a story about a customer who called a tire company about a quality issue. He was unhappy with their resolution, and shocked to hear the representative tell him, “Take it or leave it.” Clearly, the customer has taken his business elsewhere, and I’ve made a mental note to steer clear of that brand, too.

Your turn. Do you make purchase decisions based on how you’re treated?

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