Megan Jones from Call Center Helper recently interviewed me about the 'pillars of customer service'. In preparation for that interview, I searched Google and asked, “What are the pillars of customer service?” There are many correct answers. In other words, there are no definitive answers. Some of the information and articles I found included words and phrases such as:

• Personalisation
• Responsiveness
• Integrity
• Knowledge
• Empathy
• Patience
• Problem solving skills
• Communication
• People first

There were many more, but what I didn't see in any Google results was "respect." I'm sure some companies have included the word respect in their 'Pillars of Customer Service', but the almighty Google hasn't mentioned them.

I even asked my good friend, ChatGPT, and the word respect didn't come up there either. I replied, “I'm surprised that none of my Google searches or my question to you mentioned the word 'respect.' Maybe I'm on to something.”

ChatGPT came back with a great answer. “Your comment provides valuable insight into potentially under-exposed discussion points in customer service. … This could be a compelling topic for your next customer service speech, article or book, with a unique viewpoint that could resonate deeply with companies striving to increase the quality of their customer service.” Thanks, ChatGPT!

Let's talk about the pillar never mentioned: respect. First some definitions.

• In Cambridge Dictionary states “politeness, honor and concern for someone or something considered important”.
• Merriam-Webster Dictionary states: “high or special prestige”.
• Dictionary.com says “showing regard or consideration for”.

All pillars of customer service involve some level of respect. They are all focused on one idea: giving the customer the best possible experience. In other words, respect their decision to do business with you in every way possible and they will respect you as a company or brand, hopefully in the form of repeat business and maybe even loyalty.

Respect is a lofty goal. Unfortunately, most companies and brands don't deliver on this concept, at least according to the more than a thousand consumers we surveyed for our annual customer service and CX survey. We specifically asked whether customers felt brands and companies respected their time. Why time? Because time is something that, once gone, can never be regained. It is precious to many and one of the easiest ways to show respect – or in some cases, disrespect. The survey results were telling: 61% of customers don't think companies or brands respect their time.

This is not the answer most of us are hoping for. There are many ways customers feel disrespected. We asked them what would be the reason for them to switch to another company or brand.

More than half (51%) are likely to change companies or leave a brand because they are too long on hold should have stood. How long someone is willing to wait is an individual preference, so perhaps this should be the next question in your customer satisfaction survey: "How long are you willing to wait before you become frustrated while waiting on hold for a customer service or sales representative?" ?'
If a bad customer service experience means the customer feels disrespected for whatever reason, don't be surprised if they don't come back.

In fact, 60% of customers are likely to switch companies or leave a brand because the company didn't respond quickly enough. How fast is fast enough? If a customer had wanted to wait six hours for an answer to his question, he would have waited six hours to ask it. Again, time is an opportunity to show respect (or disrespect).

And 75% of customers are likely to switch companies or leave a brand because the company was completely unresponsive. This sends the message that the company does not respect the customer at all.

Respecting a customer's time is just one way to show respect. Kindness, being proactive and recognizing and appreciating a customer for their business are just a few of the many ways to show respect.

Here's a homework assignment. Sit down with your team and ask two questions:

1. How do we show our customers that we respect them?
2. Are we doing something that shows our customers that we don't respect them – even if that's not our intention?

These two questions can give you answers and ideas that will improve your relationship with your customers by showing your respect and appreciation for them.

(Forbes/Shep Hyken)

This article was originally published on Forbes.com.

Customer Experience, Featured, Opinions Shep Hyken