He identified these three items as most important truths of a successful customer service strategy:
Great customer service actually costs less because you can save expenses if you don't have to fix problems or correct wrongs.
The key to great service is employees. They have focused on empowering all employees to serve customers.
Every person has their compensation linked to customer satisfaction and simplifying the customer experience (Hesse notes that In the past four years, they have intentionally eliminated 85% of their rate plan combinations or choices. They have found that customers like simplicity and will pay a premium for simplicity.)
When asked what was on his customer service dashboard, Hesse mentioned three items:
Churn, meaning customers who leave
The number of calls to customer care
Customer satisfaction surveys
When asked if there was anything 'special' they do for customers, Hesse mentioned hand-written thank you letters. It is worthy of note that Hesse indicated this began with an initiative by one employee and is now company wide 'Thank You Thursdays.
Probably the most significant point of all is that the CEOs consider customer service a top priority worthy of their personal attention. Any CEO who not only identifies such, but also mentors by example will have a team more motivated to serve the customer in a way that builds business.