A key ingredient to creating a "wow" customer service experience is your ability to be attentive and to actively engage through the use of strong listening skills.  We have to be attentive during EVERY interaction with the customer, otherwise there will be a disconnect between what the customer is saying, both verbally and nonverbally, and what you are doing.  We must give our customers our complete attention so we can truly understand what is being said; simply listening to and hearing what customers say is not enough.  The words being spoken are just the beginning.  You must pay attention to all of the extra, little things.  What about our customers':  

• tone of voice
• delivery pace
• mood
• body language
• eye contact

Keying in to all of these, and responding appropriately, is what being attentive is all about.  By doing so, you will have the ability to exceed your customers' expressed and unexpressed wishes and to find solutions to their desires or problems.  Also, you will be able to actively engage your customers in meaningful conversations, and you will know how to efficiently respond to their feedback and questions.

Let's take this further.  Not only is it important to pay close attention to all of our individual interactions with our customers, but we also need to be mindful of the overall feedback that is received.  General Motors has embraced this, as shown through this quote said by John F. Smith, former CEO and President of General Motors:

"We listened to what our customers wanted and acted on what they said.  Good things happen when you pay attention."

What are our customers telling us without coming out and saying it outright?  Perhaps there's an overall feeling that your reporting lacks good formatting.  Customers aren't very likely to say, "You need to improve the formatting of your reports."  Instead, they will ask questions such as, "How do I view the statistics?" or, "What do the colors mean on the report?"  Take a collective look at the questions that your customers ask and determine what the general messages are so that you can capitalize and act on what they need.  That way, you will find solutions that benefit many of your customers. 

In summary, all of our customers have unique needs, and they crave being heard. The care and proper attention that we give to make them feel valued, and not like a number, will inspire increased customer loyalty and a better overall product.  The ROI of being attentive to your customers will be well worth your efforts.  Embrace these customer service skills and start feeling the positive impact today.