Servicing business doesn’t get a great rep in this world, and that’s probably one of the reasons why many of the people working in the business don’t put a lot of passion into it. Or maybe they’re just not the right for the job. So I absolutely love it when customer service people go out of their way, or give excellent personalised service.
Like the one I received from Apple recently.

I’m not a fan of the company. Sure their products are awesome - I have an iPod, but frankly most of them are too expensive me. And Apple comes across as obnoxious at times (but you know that of course). So I didn’t expect much when I filled in a customer feedback form on their website, seeking help to my problem.
Immediately I received an automated email notifying that they’ve received my submission and that a personnel would get back to me generally in 48 hours. This is standard practice nowadays, so it didn’t get my hopes up. Although I did check my inbox everyday onwards, looking if they’ve really responded on time as they’d promised.
Yes, a staff did get back to me on time (plus point). But What blew me away was the response e-mail I got afterwards. Below is an excerpt:
… My name is Jason. I understand you are concerned… I certainly can understand how frustrating this would be for you, and will be happy to assist you in resolving this issue… I hope you find this information helpful..
Sincerely,
Jason
… Thank you for allowing me the opportunity to assist you.
Never in a million years would I imagine to see a service as personalised as this. By putting a name, instead of simply “customer support” made you feel as if he’s a friend who’s trying to help you. Added with the polite words like these, conveying his empathy by understanding my concern, and thanking me for “the opportunity to assist” me? This is something you don’t get to experience often.
I was suddenly in love with Apple!
Then, as if that wasn’t enough, today Jason e-mailed me again to follow-up on the matter (!!!) I didn’t reply his first e-mail, because the address was a general corporate address. And you know how many customer service e-mails usually ask you not to reply, so I didn’t. Anyway, here’s an excerpt of his follow-up e-mail:
… I’m sorry to bother you again, this is Jason from iTunes Customer Support. I just wanted to touch base, as I haven’t heard from you and wanted to make sure that you received my previous email… I don’t want to leave you without a full resolution. I look forward to hearing from you, and I hope that you have a wonderful day!
Now how many companies do that?? I don’t care if these are actually machine-generated or every customer receives an e-mail from Jason or if “Jason” is an acronym for some kind of customer support system. The response feels personal, the concern genuine, and the answer satisfactory.
This should be a note to all companies out there, that customer service is an extremely important part of the business that you do with your customers. It is as vital, perhaps more vital, than a great business/marketing strategy because CS people are the ones whom your customers are in contact with firsthand and as such are in the position to help shape your customers’ opinion of your company. A brand can make great products, but if its service is disappointing customers may just leave.
Apple has just carved itself a place in my heart.