The power of the experience: leverage the smaller size of your organization.

• Author: O'Farrell, Kathy
• Position: ADVICE: CUSTOMER SERVICE

"SIR, THAT'S NOT OUR policy, but if you'd like, you may leave your comments on the customer feedback form at our website."

We've all been through this--an interaction with a big company that leaves us feeling very ... well ... small. In today's culture of mergers, buy-outs and sell-outs, the customer is starting to find negative service experiences to be the norm. People with questions or problems are left feeling as if they have been placed on a cold assembly line to travel from department to department until their issue can finally be resolved. Something is missing, and we are beginning to see the backlash.

People are looking for an experience that is caring, customized, and most of all, consistent. The reality is that it is virtually impossible for big corporations to provide this kind of customer service which means that small to mid-sized businesses have a real advantage if they know how to capitalize. This is especially tree in the insurance industry where it could be said that everyone is essentially selling the same product.

There are a few major areas that small to mid-sized businesses can focus on in order to achieve an edge and provide this type of rich customer experience:

A personal touch. At every turn, try to leverage the smaller size of your organization for a great customer experience. Often the big companies send clients through long processes of paperwork or cumbersome department referrals by virtue of their sheer size. Reduce interactions to one point of contact whenever possible. And if you happen to be the president of your organization, make it your goal to speak to regular customers as regularly as possible. This will go a long way toward their estimation of perceived value.

Local trends, Be aware of the unique needs of the customers and colleagues in your area. Often the one-size-fits-all solutions of a nationwide company miss the subtle or not so...