Kimberly Green

The Positive Results of Prioritizing Customer Service

In the current economic climate, businesses are cutting back, but one company’s emphasis on customer service is winning raving fans.

At a time when the economy is forcing many companies to cut back on personnel and automate every aspect of customer service they deem practical, a few companies are maintaining their commitment to excellence in customer service. Virtually every industry has taken advantage of the efficiencies made available by the internet and computerized phone systems. In many instances, the technology available adequately performs the essential functions required. But all too often, this technology distances the company from the consumer, and can become a barrier to meeting all of the needs of the customer. Over time, it can create a corporate culture that undervalues the importance of a sincere commitment to the customer. These days, finding a company that combines the efficiencies of electronic ordering with a genuine interest in meeting the needs of their customers is a real challenge.

One of the rare exceptions we found was, ironically, in the medical uniform industry at a company called Medelita. The irony is that uniforms are supposed to be the same and sold en masse. But as this company likes to say, they’re “anything but uniform.” Their commitment to customer service, as well as their attention to quality — as seen in their lab coats and scrubs made exclusively for female physicians, clinicians and nurses — exemplifies their dedication to the customer.
When asked about the cost of providing such personal service, Medelita Founder, Lara Manchik, explained, “The cost is more than offset by customer loyalty. Great customer service is becoming a lost art. Consequently, differentiating ourselves by making that extra effort to accommodate every request possible is a challenge we actually welcome. Each time a new customer experiences our personal touch, they become an advocate and a life-long customer.”

The testimonials on the Medelita web site support precisely what she says.
“The order arrived yesterday, right before leaving for her birthday party – PERFECT TIMING! I want to thank you for getting the order ready so quickly. She really LOVED the gift, and she thinks once her friends at med school see it, they will too. Again, many thanks – you’ve gained a loyal customer.”
Alfredo R.
Guaynabo, Puerto Rico

“Thank you so very much for expediting the lab coat order. The garments were received on time and made for a wonderful and timely gift. Customer service such as what you have demonstrated is rare and very much appreciated.”
Simon L., MD
Howard Beach, NY

“As promised, the medical scrubs arrived today and they are perfect! They fit perfectly, and are comfortable and beautifully made. Not a day goes by that I do not get a compliment on the lab coat I purchased. Although pricey, I am tempted to order a second one.”
Bonnie B., PA-C
Plano, TX

In a troubled economy, this company has pursued and benefited from a commitment to exceptional customer service that contrasts sharply with current corporate trends.

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