Follow Apple's Lead: Make Customers Willingly Pay More for the Same Product, Service

We’ve all done it. Even though there is a cheaper solution, we buy a product or service that is more expensive because the cheapest option comes from a sketchy brand.

We spend more sometimes because we think the product is better, but often it comes down to choosing a brand we like and trust. And a big part of liking and trusting a brand comes from good customer service.

Take Apple (News - Alert), for instance. We all know we can get cheaper computer products than those that come from Apple, and sometimes even better products. But if we select an Asus computer, we don’t know what kind of customer service we’ll get. And if we talk to the company about a problem, chances are we won’t get the excited face of a Genius (News - Alert) Bar rep at an Apple Store.

Apple has great products, but it also has a great brand with great customer service. Its customer service agents are engaged, excited, happy. This makes us happy and more trusting of the company. So we buy Apple products because they rock, but also because the brand rocks.

Customer service is a big component of business success now that the Internet has made it possible for every consumer to easily find our competition. U.S. customers will spend nine percent more with companies that provide great customer service, according to a recent American Express (News - Alert) study. Research by RightNow also reports that 85 percent of customers are willing to spend more over the standard price to ensure a superior customer experience.

Having not just good customer support but excited customer support is crucial. A Gallup report a few years ago looked at the impact of customers and employee engagement and found that companies in the upper half of both customer and employee engagement get a 240 percent boost in bottom-line results. That’s a noticeable difference.

So how do businesses get passionate, engaged employees? Customer Service expert Lisa Ford outlines four steps that businesses can take to create happy employees that then can turn into happy profits.

First, talk real purpose. Get people connected to the work and bring meaning to what people do. People want and need meaning.

Second, communicate realistic goals that actually can be met. Yes, setting the bar high helps employees achieve more, but setting it too high is demoralizing. Create service standards that both should and can be reached, and get your staff thinking in terms of goals.

Similarly, celebrate when these goals have been reached. I used to work as a customer service agent for a successful financial institution many years ago, and a big part of what kept me engaged and excited was knowing that when I did good work it would be recognized and rewarded. This helped me feel like I matter, and also made me reach for those goals more aggressively.

Finally, Ford recommends keeping employees in the loop. Managers may know how the company is doing and what the plan is for the coming quarter, but customer service agents often are not afforded this knowledge and they should be. An informed employee is one who feels connected to the organization they are associated with, and this sense of belonging helps bring a sense of happiness and commitment. So keep employees informed. It’ll pay off in the long run.