I was a customer service punk for most of my life.

I expected great service but I sucked at giving it. I was even fired for poor customer service when I was 24…by my dad…the day after my birthday.

Great customer service always starts with the right attitude. And the right attitude starts with the leaders.
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Yeah, I was that guy. I walked into work on July 1, 2003, ready for another day of treating customers like they were an inconvenience, inferior to me in every way, and only slightly smarter than what I ate for breakfast. My birthday was the day before and I was all dressed up for work. Then my dad fired me…and gave me some cash for my birthday. Yeah, that kind of stung.

But my dad was right to do what he did. In fact, he should have fired me about six months before that, sometime around the time that the 12th customer complained about my bad attitude. OK, 18 months before that would have been right.

I kept that attitude for the better part of the next six years. Sure, I was good at hiding it with the big customers. In fact, I even became a bit of a relationship rock star with our big clients. But inside, I still harbored a disdain for customers in general.

And I had no idea what it actually looked like to serve someone.

That is until I started a new job in 2009 at Legacy Learning Systems and two events changed me forever. I was the new big shot and really thought highly of myself. When I first started, they were remodeling to make more office space so four of us shared a large room together; me, my two marketing cohorts, and the finance guy, Eric.

Late one afternoon I heard Eric answer the phone and clearly he was confused. The guy calling had called him to ask him how to do something like update his stock portfolio or change his health insurance (I forget exactly what it was, but suffice it to say it was totally random). We were an educational DVD company. I think this guy literally picked a number online and picked an extension and ended up with Eric. Lucky for him, because Eric looked things up on Google, walked him through it, and spent more than 10 minutes helping him.

I could not believe it. I asked him why he did it and he told me that we are in a service industry and can’t pick and choose whom we serve and how we serve them. So he served this man in the only way he knew how at the time. What goes around, comes around, right?

The second event occurred within 48 hours. We got a new shipment of courses, which meant approximately 2,000 boxes needed be unloaded…and we only had one guy in shipping. I was on a conference call and could not help but when I was off, I went to the back and found all but a few of the boxes were unloaded.

Everyone in the company, from the CEO and Eric to the receptionist and the video guys were helping to unload boxes. What would have taken Chris, the lone shipping guy, probably eight hours took the group only about 30 minutes.

All of them, like Eric with the guy on the phone, showed me the right customer service attitude. They led from the top.

I learned from them and I set a strict policy of never talking poorly about any customer, even when it killed me to not. I held my tongue for my benefit and for the benefit of those around me.

If the leadership moans and complains about a customer, then why should your front line people care about them?

Now that I have my own business again, I see directly how every customer is responsible for my family’s food, shelter, and clothing. Sure, that one guy (no it’s not you if you are reading this) might have asked a dumb question or made me spend two hours on an Excel sheet that day, but that same man also paid all of our bills last month.

Great customer service always starts with the right attitude. And the right attitude usually starts at the top.

The words and actions of leaders are powerful so watch them carefully, especially when they are about your customers.

What customer service lessons have you learned and how did you learn them?


Matt helps online business owners and brands, small and large leverage the power of partners to grow their businesses. He teaches you how to make money as an affiliate and how to work better with affiliates. Entrepreneurs and companies such as Shark Tank's Kevin Harrington, Zig Ziglar, Ray Edwards, Brian Tracy, Lewis Howes, Shutterfly, Jeff Goins, and Michael Hyatt have trusted Matt to run their affiliate launches.

11 thoughts on “Customer Service Lessons for a Young Punk

  1. Dan Erickson says:

    Dan Black and Jon Stolpe recommended your blog. I see why. You have a great writing style and good insight. I just finished Michael Hyatt’s book “Platform,” and he couldn’t emphasize enough the importance of good customer service. It’s imperative to sales.

    1. Matt McWilliams says:

      Thanks for stopping by Dan and for your kind words.

      As I’ve grown up over the years, I came to realize how incredibly important customer service is. As Jeffrey Gitomer says, every time you answer the phone from a customer you should say, “Hey, thanks for the food.” Good reminder that without them…you have nothing.

      I look forward to seeing more of you 😉

    2. Jon Stolpe says:

      Very cool! Dan, I think you’ll like Matt’s blog.

      1. Matt McWilliams says:

        Thanks again for referring Dan over!

      2. Jon Stolpe says:

        No problem. It’s an easy referral to a great blog!

  2. Carol Dublin says:

    Customer service is so important – and it applies to internal and external customers – I’ve always tried to focus just as hard on serving the people inside my company as the ones outside – because it all goes together. I consider my co-workers, volunteers,and board members customers just as much as our clients, donors and thrift store customers. It’s all about serving, right?

    I love how transparent you are about your past experiences and what a stark difference there is to the leader you are today. Great post!

    1. I couldn’t agree more Carol. Giving great internal customer service goes a long way.

      1. Matt McWilliams says:

        You and Carol Dublin are both spot on.

        Many very successful companies have stated publicly that their first priority is to service their team and the rest will take care of itself.

  3. Jon Stolpe says:

    As a leader, the best customer service is always modeled from the top. We need to treat our employees and our customers as we would want to be treated. When we lead in this way, our teammates will follow and customers will come back and bring new customers with them.

  4. Todd Liles says:

    The greatest lesson I have learned is that people don’t like to buy things they need, they like to buy things they want. The key to customer service is to provide a level of service they WANT.

    PS – V. Salt is so sassy.

    1. Matt McWilliams says:

      Nail, head.

      HAHA at the PS.

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