I tend to stay positive with my blog posts to keep things light, but recently I have had multiple people close to me have terrible customer service in different industries at various stages of the process. I felt this would be a good opportunity to discuss how important customer service is in every industry and the possible effect it may have to brand loyalty.

The first incident was connected to shopping online, something many travelers find useful due to convenience. Whatever item is needed and if you are on the go, you can order it; and by the time you arrive back home, there is your package. Personally, I’m a fan of brick-and-mortar stores; there is something extremely satisfying about examining the items I’m about to purchase, assess the level of quality and interact with the staff. Online shopping has made a huge impact and will continue to shape the way consumers shop; but when face-to-face interaction is removed and systems are automated, things can be lost in translation. In this recent incident, the issue was not easily resolved, and trying to get a customer service representative on the phone was a nightmare. Eventually, the money was refunded, but the experience shifted the consumer’s perspective. The poor customer service encouraged an emancipation from the brand, and my contact has told me they will not order from this organization again.

The second instance was a stay at a well-known hotel brand. The guest was one of the highest-level members of the loyalty program, having stayed more than 1,000 nights in the brand’s hotels and loyal throughout years of business and leisure travel. When checking in, the staff at the front desk did not greet the guest in a warm manner; when asked if the requested upgrade was processed, the staff just said, “It’s not there.” The club lounge was closed, and the staff member failed to politely inform the guest and instead said, “Do you want points?” Once in the room, the entire suite smelled of marijuana. The staff eventually assigned the guest to a new room, but multiple levels of failures in customer service already made an impact.

Don’t worry; in this instance, the guest will remain loyal to the brand, but I thought it was an interesting story where brand loyalty and investment did not guarantee great service. I feel that no matter the industry, circumstance or location, great service and gratitude go a long way. Globally, we are shifting into tech-driven customer service. It is so important to pay attention to a consumer’s needs and find solutions, not excuses. I’d like to invite you to share some of your feedback. Has poor customer service encouraged you to change brands or cease use of a product?

— Stephanie Makowski, account executive