Service is King

Global business leaders who have built some of the world’s most recognizable brands have always had a clear and uncompromising vision for their user and service experience. They understood the critical importance of going the extra mile to delight their customers and, in doing so, built empires that remain legendary today. Below are a few lessons from the masters of customer service and why their insights are more relevant than ever in the age of artificial intelligence and data analytics.

Steve Jobs: Anticipate customer needs before they do

The late Apple founder, Steve Jobs, famously said:

“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”

One of the best ways for companies to follow this advice is by systematically collecting and analyzing customer interactions. By leveraging AI technology to parse through data from ticketing and CRM systems, businesses gain a competitive advantage: the ability to foresee market trends and customer needs earlier than top strategists or upper management might. This positions a company exactly where Jobs envisioned it - knowing what customers want before they do.

Bill Gates: Learning from unhappy customers

Microsoft co-founder Bill Gates offered a critical reminder:

“Your most unhappy customers are your greatest source of learning.”

A complaint should be seen as a gift; it is often far easier for a customer to simply switch to a competitor. When a complaint does come in, organizations must ensure that front-line employees have the right tools and the authority to resolve issues swiftly. In today’s world, AI-driven calculations of customer lifetime value can help guide just how far a company should go to retain a dissatisfied customer. Not every service organization has this data readily available in their ticketing systems, but when they do, it ensures that service agents know the level of effort required to keep each customer. Furthermore, capturing and analyzing all customer complaints is crucial: the best service is preventing problems before they arise.

Jeff Bezos: Making every customer feel like a guest

Amazon founder Jeff Bezos once said:

“We see our customers as invited guests to a party, and we are the hosts. It’s our job to make the customer experience a little bit better.”

By visualizing customers as guests at a party, Bezos sets the tone for what a customer-centric culture should look like: a place where it feels good to be a customer. Delivering just a bit more than expected - think 1% above the baseline rather than 10% - is the sweet spot. Over-delivering too much can inflate future expectations to an unsustainable level, so finding a balance is essential.

A twist on Roosevelt’s wisdom: showing you care

A popular rephrasing of President Roosevelt’s quote is:

“People don’t care how much you know, until they know how much you care.”

In the context of customer service, substitute “People” with “The customer” and you get an axiom that rings true. Possessing the right tools and skills to resolve a customer’s issue is vital - but just as critical is demonstrating empathy and genuine concern. A complaint that is handled poorly almost guarantees a lost customer, whereas an attentive, proactive approach can turn a near-loss into a steadfast loyalist.

Sam Walton: The ultimate boss is the customer

Finally, we have this straightforward reminder from Walmart’s founder, Sam Walton:

“There is only one boss! The consumer - and he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”

This no-nonsense philosophy at Walmart cemented a culture where employees in every department understood that keeping customers satisfied was non-negotiable. The message was clear: customers are at the top of the organizational chart, and every effort must be made to keep them coming back.

Your next steps...

From Jobs’s vision of predicting customer needs to Gates’s emphasis on learning from unhappy customers, it’s clear that world-class service experiences hinge on staying close to those who matter most - your customers. AI and data analytics now make it possible to gain deeper insights into what your customers really want and how they expect to be treated. Yet technology alone isn’t enough; empathy, empowerment of service teams, and a clear customer-first philosophy remain indispensable.

Customers, after all, can choose to spend their money anywhere. Your goal is to ensure they choose you - not just once, but again and again. By cherishing customer feedback, delighting them with thoughtful service, and preventing issues before they arise, you safeguard both your company’s reputation and its future. The legendary founders quoted here may have different backgrounds, but they all agree on one thing: when it comes to growing and sustaining a successful enterprise, service truly is king♔.