What is Customer Service, Anyway?


Do you sometimes feel like the little lamb in the cartoons who’s lured by the crafty wolf (dressed as Little Bo Peep) into his lair?  In a world where those who purchase goods and services are termed the consumers“, it seems the only ones doing the “consuming” are a vast number of companies with wolf-pack mentalities.

“Take advantage where you can.”

Business society is filled to overflowing with companies who eye potential clients merely as instruments to be used for their own gain.

I want to share some points with you that we believe exemplify GREAT business; standards that should be the very backbone of any company.  This is nothing new or complex—one might even call this stuff a list of “no-brainers”—but it is greatly ignored.

  • A business transaction should be a mutually beneficial experience.  The quality of the service provided should be on par with the investment of the client.
  • Clients should be respected.  They should receive what they pay for.  If the designer deserves payment for his profession, then the client deserves to receive a product worth his investment.
  • Upon conclusion of a business transaction, buyers should have the kind of feeling you get after seeing the end of a well written film. They should not be left hanging with unanswered questions and concerns, but come away with satisfaction at how smoothly their project has gone.

It seems to be the fashion of the day for businesses to try to conceal the fact that they are going to profit.  Additionally, instead of focusing on providing good service to their customers, many companies pour money into advertising campaigns to bolster the false front that you, the consumer, are the only one benefitting.  There is no disguise for a lack of service toward the customer.  And of course companies are going to profit from offering their services to the public: they’re in business!  But they should be trustworthy.

Buying and selling is simply an exchange: one person’s product or service for another person’s payment.  A business’s advertisement or contract should not be used as bait on a hook just to snag customers, but as an agreement to exchange their professional labor for the customer’s payment.  The only time we should feel cheated is when we are charged a price and then do not procure a satisfactory service for this price.

I am sure you will agree that at whatever times in your life you have received good customer service from a business, you have been more than willing to pay for it.  That’s because you believed they kept their end of an agreement, and therefore deserved to be compensated for their work.

With these posts, we don’t want to write something about our business that sounds like it came from some “business ethics” handbook.  We’re simply going to be open about what you can expect from us, because we have had the same kind of experiences you have with bad and good customer service—and we haven’t forgotten.  We want to extend to you only the quality of service that we ourselves would appreciate.  I don’t want you to get served a cold prime rib sandwich like I once was at a restaurant.  I want your experience with us to be like the best cup of coffee you’ve had at your favorite coffee-house: you’re in a relaxed environment, you enjoy the rich flavor of the coffee, and by the time you’ve sipped the last drop, you are truly satisfied and at ease.

Before being married I worked in my family’s business.  Ensuring the customer came away with a good product and an easy, pleasant experience was our goal.  Naturally this is the goal we have at Dualogo.  We want to provide you with a great logo identity.  We believe that treating clients the way you treat your friends is the only thing that will or should inspire customer loyalty.

There is no faking good customer service or a job well done: we all know it when we experience it, despite a company’s verbal claims.

In the words of Benjamin Franklin, “Well done is better than well said.”

Sarah Wentzel of Dualogo



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