When Words Speak Louder Than Actions

The wise old saying that what you do is more important than what you say has a lot going for it, but it is not absolute. Let's say, for example, that a service person, technician A, drops by to fix your internet connection. Suppose the problem gets fixed right away, but technician A is not friendly, and doesn't take the trouble to inform you that you have to reboot your router. You get things working eventually, but when the customer sat people call you for feedback, you're not feeling very magnanimous.

Now, suppose the company had sent technician B instead. Technician B is friendly, explains all about having to reboot the router, but unfortunately screws up the job, leaving you down for another day, and has to come back to get it right. When all's said and done, and the customer sat people call, it is very likely that you will give Technician B a higher rating the Technician A.

Words were more important than actions here. A narrow focus on the hard features of their products and services precludes the kind of relationship building that can make the difference between a satisfied customer and one who heads for the door. Customers need to know how to manage their side of the modem, and they're looking for help.