Bring up the concept of “customer service” and you will certainly cause someone’s blood to curdle. As much as just about every company provides service and support to its customers for its products and services, so many do it so poorly to the extent many times it’s easy to swallow the loss and buy from someone else. Well, at least I have done it that way a few times.

But why is it that way? This question and more around customer service are answered extremely well in the book BAM!: Delivering Customer Service in a Self-Service World, by Barry Moltz and Mary Jane Grinstead. Within the pages of this must-read for anyone who is in business, they share many personal customer services stories – both good and bad – as well as demystifying the entire process of customer service. The term “BAM” is for “bust a myth” and it dispels various customer service myths throughout the book. I was graciously given a copy of the book by Barry, with whom I have worked with in the past. After reading it, I was reassured as to why I worked with him!

There’s a lot to take away from BAM! and here are a few of my major takeaways.

Customer service must be baked into your business - Issues with customer service being removed from the core of a company are rampant. Sometimes, they are removed so far away it is outsourced to a third-world country! Not only should customer service be within the core of your company, it should be designed into the products and services you develop. Why create a product that you can’t support? Short-term gains will only last so long.

You must want to be able to deliver good customer service as it won't just happen - The road to good fortune is paved with good intentions. If you don’t have a plan in place to offer good customer service, it just won’t happen. If you only have 1 or 2 people to handle support and you need more like 50, good luck.

Have a customer service manifesto - Want to offer good customer service? Write it down, and tell everyone.

BAM! is a great read for a round-trip flight. It is also a book you’ll want to pass along to colleagues, especially those who have responsibility for customer service in a company. It also has lists of the various myths and examples that are real and ready to use. I highly recommend BAM! to anyone in business or those thinking about starting a business, so that they are ready to offer good service to their clients and customers.

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