Customer Service Lessons from the Armed Forces

Memorial Day is just around the corner. For many families and individuals, it is a time for cookouts, water sports, and sleeping in ‘til noon. However, notice the colors in the décor used at those get-togethers—red, white, and blue. We show our American pride on days like Memorial Day.

We celebrate those who fought for the safety and security of this nation. Those in uniform are the ones who make life as we currently know it in the U.S. possible. Without their sacrifices, the United States would not exist. We in the business world can learn much from the brave souls in the armed forces just by their mottos.

The Air Force as a whole doesn’t actually have an official motto at the moment, but an unofficial motto that has been used from time to time is “aim high.” When in business, you set monthly goals to achieve, but instead of just setting goals you think you can achieve, set goals you actually want to achieve and then plan how to achieve them. You will end up accomplishing more than you dreamed was possible.

However, business is not all about you. It’s about the customer; as the Navy would say, “Non sibi sed patriae,” or not for self but for country. You have to put the customer first just as soldiers put their country first.

You bend over backwards to satisfy the customer. Offer them options on how to contact you, how to solve problems whether through self-service web portals or online chats or even the telephone.

Once you have done that, if you want them to be faithful to your business, remember the Marine Corps motto: semper fidelis—always faithful. Be available when the customer needs you.

Offer them small incentives to remind them that you remember them and want them as your customer. Give them rewards for being loyal clients, and above all, listen to them. Pay attention to the comment boxes, Twitter, and Facebook. If there is a problem that needs to be fixed, appreciate your customer enough to show your loyalty to them by fixing what needs to be fixed plus some.

If you can manage all of that, you will be well on your way to following the Army’s old recruitment motto: be all that you can be. The consumers are counting on you.

As for the true heroes, we here at PhaseWare want to send our great appreciation to the men and women in uniform (Air Force, Navy, Marine Corps, Army, Coast Guard, and National Guard) who serve this country at home and abroad. Our many thanks and prayers go with you.

Happy Memorial Day!


Scroll to Top