Customer service is an attitude. It’s about providing customers with information, comfort, and advice that they perceive as valuable. When problems arise, good service offers an instant solution that satisfies the customer. Excellent service goes beyond that, creating enthusiastic customers who, ideally, become evangelists for the company and rave about their positive experiences.
German companies are not known for good service! When you ask Germans about the perceived quality of service (who are accustomed to low service levels), they might respond that it is „okay“. When you ask Americans they will express frustration over their experiences with terrible service in Germany, even at high-end establishments, as their expectations are significantly higher.
To illustrate these differences, here are two examples of drastically different approaches to service:
1. My experience with a large German utility provider:
My annual statement was overdue. I sent two emails and called twice over two months. I received no response to my emails. One agent hung up on me, and another promised to resolve the issue, but nothing happened.
After three months I had it and emailed the COO in charge of service. A week later, I received a voicemail: “Hi Mr. Neddermann, I have been assigned by Dr. W to address the matter you emailed him about. Unfortunately, I cannot find you in our system since you didn’t provide an account number. I will call you back next week.”
A week later, another voicemail: “Hi Mr. Neddermann, I was able to locate your account. Your annual statement will be sent out shortly, along with a balance of €300, which we will credit to your bank account. We apologize for the delay. And should this happen again, please make sure to send us your account number.”
2. My experience with an American sports equipment retailer:
I ordered specific goggles that I couldn’t find anywhere else. After not receiving any information for two weeks, I inquired about the status of my order. The automated return email stated it would take „1-2 weeks for my request to be reviewed.“ Ten days later, I tried their hotline with a German phone number (their German subsidiary serves the EU market). After being on hold for several minutes, both calls were disconnected.
Annoyed and frustrated, I canceled my order and emailed the CEO. Within hours, I received an apology from the CEO, who assured me they would investigate the issue to prevent it from happening again and thanked me for elevating the issue.
The next day, the manager of the U.S. customer service team confirmed my order cancellation and assured me that no charges had been made to my credit card, all while being profusely apologetic. Additionally, that same day, the VP of Global Merchandise, also very apologetic, offered to send me a care package of products for the inconvenience I experienced.
Both companies made mistakes, but the remedial steps taken show the difference in attitude. The former was slow to respond, almost unapologetic, and treated the issue as a low priority, lecturing the customer with a “we don’t really care” attitude.
In contrast, the latter was highly responsive, very apologetic, made it a top priority (with engagement from the CEO and VP), and showed genuine concern for resolving the negative experience positively (with the offer of a care package).
These examples highlight the stark contrast in service experiences I have encountered over the years.
In Germany, service is often viewed merely as a transaction—something that needs to be done, but is considered annoying. It is approached as a rational process, lacking any emotional component or empathy. In contrast, in the US, service is seen as a crucial part of the overall customer experience. High-quality service is non-negotiable; if it isn’t up to par, customers are likely to take their business elsewhere.
The service culture in the US is based on three key factors:
1. Values and Attitude: There is a strong emphasis on respecting customers and striving to serve them well. In return, customers expect to be treated with respect.
2. Performance Orientation: Businesses aim to make a profit, and providing good service is a crucial part of achieving that goal.
3. Professional and Capitalistic Service Industry: Good service results in better tips and increased revenue.
Unfortunately, none of these factors are strong in Germany. A prerequisite and foundation for a service-oriented mentality is the presence of positive values and attitudes, which are often lacking in the German context.
And in my observation, many Germans seem to have become simply cynical. They have given up expecting or demanding good service and so they enable lousy service!
The good thing is that the bar is low and it is easy to stand out!
