Your marketing message should be consistent throughout your business.

And so should your company’s attitude towards customers.

Years ago, I attended a practice-building seminar for physicians.  The presenter stressed that the most important person in a doctor’s office is not the doctor … or the nurse … or the office manager.  The most important person is …

The receptionist.

Why the receptionist?  Because she has the day to day contact with patients.  The first impression of a physician’s office may not be the outside of the building, or the waiting room, but the telephone contact with the receptionist.  If she’s brusque or condescending with patients, you can bet they’ll look elsewhere.

Ironic, isn’t it?  Most likely the person with the least education, experience, and salary is the given the most important job as the initial face — or voice — of the practice.

In other businesses, the customer service rep may have the same job.  Not necessarily the same salary position, but maybe.

How many times have you complained or heard someone complain about trying to get customer support, and being transferred to someone who barely speaks English?  Not a good thing.  They may be the smartest person in the world about the problem, but if they can’t communicate the answer to the customer, the company loses.  Not only in prestige, but potentially much, much more …

Consider this: if you’re outsourcing your customer service to another company or especially another country, you may also just be outsourcing your customers, and losing your own job.  If not your company.

I’m all for saving money.  But when pinching pennies ends up costing customers and jobs, it’s past time to re-examine your company’s priorities.

So, what’s in your Customer Service Department — and what’s in your company’s wallet?