A Real-World Story About What Customers Remember
Sometimes, customer service isn’t about the price.
It’s about how you make someone feel.
I was reminded of that this week in a very personal way.
My 16-year-old cat, Marie, was dying.
I needed to find a veterinary service that could come to my home and help her cross over peacefully. It was one of those situations where you know what needs to happen, but you’re emotionally nowhere near ready for it.
I called the first company in tears.
I was rambling. I was trying to explain that my sweet girl was sick and that I didn’t really know what to do.
The woman on the phone said:
“We can come tomorrow or Monday.”
That was it.
No warmth.
No pause.
Just logistics.
I wasn’t ready to book an appointment.
I needed someone to listen to me. I needed someone to be compassionate. I needed someone to help me understand my options.
Instead, I felt like I was being asked to make a scheduling decision when I was barely holding myself together.
I told her I’d think about it and hung up.
It took me two hours to pull myself together enough to try again.
And that’s when everything changed.
The Second Call
Before a person even picked up the phone, I heard a short automated greeting.
There was a soothing voice and gentle music in the background.
And I started crying all over again.
Not because anyone had said anything particularly profound.
It was simply the first little sign that this might be a different kind of experience.
When the woman answered, she spoke slowly and softly.
I could hear compassion in her voice.
I was crying and rambling again, telling her about my sick 16-year-old cat.
And she said:
“Oh dear. Tell me about your sweet Marie. How long have you had her?”
That question stopped me.
She didn’t rush me.
She didn’t interrupt me.
She didn’t immediately start talking about prices, availability, or procedures.
She listened.
And then she responded with genuine empathy.
I felt like she actually cared.
So I hired that company.
Immediately.
Here’s the part that really makes the point.
They charged 150% more than the first company.
I didn’t care.
Not for one second.
Because they weren’t just taking care of my cat.
They were taking care of me.
And when the veterinarian arrived, she was every bit as warm and compassionate as the woman on the phone.
From beginning to end.
What Was the Difference?
The two companies were offering a similar service.
The difference wasn’t necessarily the service itself.
It was the experience surrounding the service.
The first company gave me information.
The second company gave me reassurance.
The first company answered my question.
The second company listened to what I was actually saying.
And that distinction matters.
Because customers don’t always call us when they’re calm, organized, and ready to make a decision.
Sometimes they’re frustrated.
Sometimes they’re confused.
Sometimes they’re scared.
Sometimes they’re grieving.
And sometimes, like me, they’re simply trying to get through a difficult moment.
That’s when our customer service skills matter most.
Strategies That Turn It Around
1. When Someone Is Upset, Let Them Talk
This sounds simple.
But it’s harder than it sounds.
When someone is upset, our natural instinct can be to jump in with an answer.
We want to solve the problem.
We want to move the conversation forward.
We want to make the interaction efficient.
But sometimes the customer doesn’t need an answer yet.
They need to be heard.
Let them finish.
Don’t rush to interrupt.
Don’t immediately start explaining what you can or cannot do.
Listen first.
You may learn that the problem they’re calling about isn’t actually the problem they need help with.
2. Empathy Starts Before the Words
The second woman didn’t have a magic script.
She didn’t say anything complicated.
She simply changed the pace and tone of the conversation.
She spoke slowly.
She spoke softly.
She gave me room.
That communicated something before she ever gave me an answer:
“You’re okay. Take your time. I’m listening.”
Your tone matters.
Your pace matters.
And sometimes those things communicate more than the words you’re using.
3. Personalize the Experience
The words that stayed with me weren’t:
“We have an appointment available tomorrow.”
They were:
“Tell me about your sweet Marie.”
She used her name.
She invited me to talk about her.
She recognized that Marie wasn’t simply an appointment or a pet.
She was someone I loved.
That small moment of personalization made a huge difference.
And personalization doesn’t have to be complicated.
Use the customer’s name.
Remember something they told you.
Acknowledge what matters to them.
Treat the person in front of you like a person—not a transaction.
The Lesson
Here’s something I’ve learned over and over again in customer experience:
People don’t always remember exactly what you said.
But they remember how you made them feel.
Did they feel rushed?
Did they feel dismissed?
Did they feel like they were inconveniencing you?
Or did they feel heard?
Did they feel cared for?
Did they feel like someone had their back?
Those feelings can influence decisions far more than we sometimes realize.
In my case, the company that charged 150% more earned my business without hesitation.
Why?
Because their service made me feel safe.
It made me feel understood.
It made an incredibly difficult moment just a little easier.
Remember
It’s not about the fee.
It’s about the feel.
You can have the best process in the world.
You can have competitive pricing.
You can have the latest technology.
But if the customer walks away feeling ignored, rushed, or unimportant, none of those things may matter.
On the other hand, a little patience…
A softer tone…
A thoughtful question…
A willingness to listen…
Those things cost very little.
But they can be worth everything to the person standing on the other side of the conversation.
A Question for Your Team
The next time a customer contacts you, don’t just ask:
“How can we solve this?”
Also ask:
“How might this person be feeling right now?”
That one question can change the entire interaction.
And sometimes, it can change the customer’s entire experience with your organization.
Final Thought
Great customer service isn’t about saying the perfect thing.
It’s about recognizing that there is a real person on the other side of the interaction.
Listen.
Slow down.
Show empathy.
Personalize the experience.
Because when people feel cared for, they remember.
And sometimes, they’re willing to pay considerably more for that feeling.