You cannot Help if You do not Care ... Learn from the Experiences around You ...

Context:

While reading Subroto Bagchi’s 'The Elephant Catchers: Key Lessons for Breakthrough Growth' and Tom Peters’ 'The Excellence Dividend', I was reminded of three experiences that underscored the idea that genuine customer care is more about attitude, and character than technology.

The first experience was in 2006, with Shyam, the ever-smiling owner of a Parsi dairy kulfi kiosk in Santacruz. My friend Ravi Kumar, and I would often make a 20-minute trip just to enjoy the kulfi. One evening, we arrived late, and the shop was closed. As we were about to leave, Shyam, who was heading home on his bicycle, saw us, took a U-turn, and signaled us to wait. He reopened his shop, served us kulfis, waited while we finished, asking if we needed anything else. Ravi and I remain his loyal customers, and Shyam’s business continues to thrive.

The second experience involved a minor carpentry repair earlier this year. Unable to find a local carpenter, I turned to Urban Clap (UC). Nipul, the carpenter assigned, suggested a temporary fix but explained the root cause—both hinges needed replacement. His honesty, and thoroughness impressed us. He then took time to understand another project, provided options, cost estimates, and completed the job at a fraction of the expected cost. His quality of service left a lasting impression.

The third experience, in 2014, involved a flight from Mumbai to an European city at 2 am IST. The aircraft developed a technical snag just before boarding. Despite the delay stretching until 6 am, the airline staff showed no presence, provided no updates, and failed to address passengers' concerns or offer refreshments. When the flight was finally canceled, the crew displayed no empathy and exited the scene before the passengers. I have not mentioned the city, as it will give away the airline name.

In the first two examples, neither Shyam nor Nipul had sophisticated CRM systems or advanced technology—only a genuine desire to connect with and care for their customers. In contrast, the airline staff, despite representing a reputed brand, failed to show even basic empathy.

Read Jared Weitz article in Forbes is titled “The Real Reason Small Businesses Can Compete With Anyone”. It aptly captures the essence, "You cannot help if you do not care." This applies to all businesses, big or small.

What is the Problem Statement:

In a world dominated by Gen.AI, chatbots, and advanced technology, the fundamental element of customer experience (CX) remains the front-line staff. Whether at a bank, hotel reception, airport, or car sales center, how these employees interact with customers—be it in person, over the phone, or via email—will leave a lasting impression.

While tools like knowledge management systems, AI chatbots, CRM platforms, and predictive analytics can enhance the customer engagement process and improve CX, the true connection with a customer comes from empathy and understanding—traits that are inherently human, not dependant on technology.

Creating a 'wow' experience for customers is not about technology or contractual obligations; it's about character with an innate desire to care. Training, learning programs can reinforce customer care values, but they are not enough on their own. People learn today, and forget tomorrow. The challenge lies in embedding these values into the very fabric of an employee’s character. This requires a multi-pronged approach that includes training, standard operating procedures, technology, CSAT surveys, and data analytics. However, excellence in CX does not happen by itself—it requires commitment, focus, and discipline from everyone, from executive leadership to every employee at all levels.

As Tony Hsieh, former CEO of Zappos, aptly put it: “Customer service should not be just a department; it should be the entire company.”

What is the path ahead?

While training programs and technological tools are valuable, real learning often happens on the ground. Immersing oneself in new situations, understanding different contexts, and interacting with people firsthand fosters genuine empathy, and a deeper understanding of customer needs.

Is customer care solely the prerogative of large corporations, or does it apply equally to MSMEs? Given that MSMEs account for around 90% of businesses, 60-70% of global employment, and nearly 50% of GDP, they are far too significant to overlook. In fact, many find that MSMEs often excel in CX, surpassing larger corporations.

While there are many reasons why MSMEs often deliver superior customer service, a key factor is summarised in Jared Weitz's statement: "You cannot help if you do not care." This genuine care manifests in various ways—showing interest in the customer's business, taking time to understand their pain points, and offering thoughtful solutions. In essence, treating customers as human beings, not just numbers or service IDs. Metrics that prioritise speed over quality, like the time taken to close a service call, can undermine true customer-centricity.

As the saying goes, "You learn best by observing what is around you." Instilling a culture of customer care across the enterprise is crucial. It shapes employees' mindsets, attitudes, and actions, reinforcing that customer experience is the responsibility of everyone—not just a single person or team.

What are the concrete actions to create a customer-centric culture?

• Incorporate CX Goals into All Employee Priorities: Hold everyone—from leadership to operational heads, front-line staff, and support teams—accountable for CX metrics such as CSAT, and NPS. Set internal benchmarks, and compare them against industry standards to measure progress.
• Implement a Comprehensive CX Training Program: Make CX training mandatory for all employees across functions, from Customer Service and Sales to Finance and IT. Combine classroom and online modules, and tailor the content to highlight specific customer journeys and behaviours that differentiate between satisfied and dissatisfied customers.
• Promote a Culture of ‘Customer Care’, and Celebrate Success Stories: Make customer care a central topic in meetings, calls, and forums. Start key forums by sharing a customer success story and recognise those who contributed to it. Create a buzz by showcasing these stories on internal platforms.
• Gather Regular Customer Feedback and Close the Loop: Conduct CSAT, NPS surveys regularly and, where possible, gather feedback through direct interactions. Ensure feedback is acknowledged, and share the steps being taken to address any concerns, making customers feel valued and heard.
• Provide Technology and Knowledge Management Tools: Equip employees with the right tools, like AI chatbots, to better understand customer needs, and pain points. Keep these tools updated with the latest customer feedback, solutions, and ensure they offer a unified, 360-degree view of the customer across all channels.

Conclusion: Remember the Basics

Amidst the rise of AI, and the relentless focus on efficiency, productivity, and profitability, it is easy to get distracted. As we move towards a world increasingly driven by prompts and quick headlines, we risk losing the human touch that personalises experiences for employees, partners, and customers. The art of deep engagement, learning, and teaching may begin to fade.

In this context, it is crucial to stay grounded in the core principles, and behaviours that underpin success:

• Listen—Don’t just hear. Genuine listening is the ultimate mark of respect.
• Balance IQ with EQ. Emotional intelligence is as important as technical know-how.
• Keep Learning. Education is never complete; stay curious and open to growth.
• Technology is an Enabler, but Attitude and Culture make the real difference.
• Connect Deeply. True connection is a disposition, not a technological trait.
• Care for the Customer. Caring is not linked to your corporate title—there’s no course or curriculum that teaches it. It comes from experience, observation, and immersion.

Print and display this reminder on your desk: “You Cannot Help If You Do Not Care.”

References: “The Elephant Catchers: Key Lessons for Breakthrough Growth” by Subroto Bagchi. “The Excellence Dividend” by Tom Peters. “The Real Reason Small Businesses Can Compete With Anyone” in Forbes by Jared Weitz. Artwork by Anita D’Souza.