Service n., the provision of that which makes other things useful, as of ideas or tools; respect, attention or devotion. v. to help, benefit or conduct; the act of giving assistance to the benefit of another or the group.
Service is one of the most talked about business buzzwords of the 1990s. Still, it is rarely — if ever—completely understood. Service is more than giving the customer what he wants. A vending machine can do that.
Service is a quality that only motivated people can deliver. It is not just response; it is a positive action to exceed the client’s requests and alter his expectations forever. In providing the best service we raise the standard by which we, ourselves, are evaluated and preclude the efforts of our rivals to compete.
But where does it begin? Service is not a product so much as a process. It is a commitment shared by all of us and communicated throughout the agency by the way we treat clients, vendors and –sometimes most important—each other. Service is our demonstration of the understanding that our efforts and our energies directly effect the quality of our work and the way that work is perceived by the people who influence our business.
Service is not simply the delivery of a product or the follow-up phone call. It is not meeting deadlines: It’s beating them. Service is taking care of business and the people who take care of us. It’s the little things as well as the big: contact reports, accurate billing, a heads-up when a big job is on the way, checking in with the client or the vendor or the colleagues with whom we work on a piece of business.
Service is the exact opposite of betting on the odds. When we bet on the odds we put our trust in fate. Service is directing our fate and that of our clients. It is betting on ourselves.