The past couple of weeks have been quite sad weeks for me personally. Anybody that knows me well knows that I love the sport of horse racing. I have a passion for horses and have owned a few horses over the past 15 years.

Last year, I went to the Magic Millions sale at the Gold Coast and selected a gorgeous colt with the aim of getting him racing this year. We put together a great syndicate of close friends and family and began the journey of owning a racehorse.

He was put with a wonderful trainer; a real horseman and he was very well looked after. The early signs were very positive. He was winning his unofficial jump outs very easily and my trainer quietly let me know that we have a very good horse.

We were very excited indeed. We put him out to a spelling complex and gave him three months in the paddock where he was treated like a rock star. He came back to the stable absolutely glowing and the confidence was ripe for a massive preparation.

What followed was shocking.

Our horse had some track work on Saturday morning and impressed everyone again. The trainer called me and we agreed to give the horse a formal trial about nine days later. The horse was ready to race. Although he did not work on Sunday, the trainer popped in to see him and feed him that evening and he was happy and energetic.

I can only imagine the shock on my trainer’s face at 4.30am the next morning when he arrived at the stable to see the horse writhing in pain. He called the vet immediately and he transported him immediately to the equine hospital.

Surgery was arranged immediately and about one hour later I received a phone call to let me know that our horse had passed away. He had colic which had blocked his bowel and intestine and he could not have survived. It happened so quickly, and I was devastated. Devastated for the other owners, for the trainer and, in particular, for the horse.

The next day, the trainer phoned me and asked me if I had insured the horse. I couldn’t actually remember at first, but then realised that I did insure him just after purchasing him. I called the insurance company, Magic Millions Insurance, and was certain that I would be peppered with questions aimed at avoiding paying out the insurance.

To my surprise and relief, my customer experience was the exact opposite. The customer service consultant was empathetic throughout the conversation. She walked me through the process in detail and let me know that she would handle it and make sure that the payment was processed quickly. She seemed genuinely sorry to see us lose a beautiful animal and her service was exemplary.

Within a week, the claim was processed and she followed up afterwards with a lovely email expressing her sorrow for our loss and asking if there was any more she could do for us in the future.

The lessons for my own business from this interaction are many.

This customer service consultant handled a situation with an upset and stressed customer and had made the experience so good that I am prepared to write about it and endorse her company. So, what stood out for me?:

1. Show empathy

She showed empathy and demonstrated that she was there to help me. This is relevant to my business as most people contact me for assistance when they are in a period of stress. Hiring and firing people is a stressful thing and making decisions on these things takes consideration and empathy. If you do this and show your customer that you will support them through the process and “own the problem” you can leave a positive impression on your customer.

2. Take the time to listen.

This customer service consultant listened to my sad story and made me feel as though she genuinely cared. She never once interrupted me and she gave me time to speak. By listening in such an active manner, she was able to address all of my questions and ensure that she gathered all of the information she needed for the claim. It made me think about how I listen at work and, to be honest, it made me realise that sometimes I do not listen well as my mind has already moved onto the next conversation. This is something I need to improve on.

3. Make the process as easy as possible for your customer.

In this instance, the consultant took it upon herself to chase the autopsy report from the vet and ensured that all of my paperwork was accurate before sending to the underwriter. This is a great lesson for people in my industry. It is important for us to give customers everything they need to need to make proper decisions and thoroughly evaluate the situation. Ensure that they are well prepared and give them the research that they may not be able to find themselves.

4. Follow up after the transaction.

After sales service counts and the consultant asked for future business without directly saying so. A simple phone call or email to ask how things are going is the most inexpensive way to provide service. It demonstrates that you care beyond the transaction and that you want to work with the customer into the future.

Receiving quality customer service is a rarity in the modern world where we move from transaction to transaction at such a fast pace. This experience with Magic Millions Insurance, at a time when I was feely low and stressed, highlighted that quality customer service means a great deal and can differentiate your business in a positive manner. It had such an impression on me and made me think about how I can take the lessons from this experience and make some changes in my business going forward. I cannot thank that lady enough.

BRAD MCMAHON
Managing Director

Brad is the Owner and Director of Optimum Consulting Group. Founding the company in 2003 he has seen it grow to over 30 staff across Australia, Indonesia and the Philippines. Brad is responsible for all operational and strategic functions for the group and he still actively recruits executive assignments for a select group of clients.