I marvel at how little most businesses understand about customer service.
It is the single greatest differentiator available to any business—big or small. It compensates for product failures. It softens the blow when things go sideways. And when it is done right, it transforms a frustrated customer into a raving fan.
The problem? Most businesses treat customer service as a cost centre. A necessary evil. A complaint-handling department staffed by people who are chained to a rulebook written by someone who has never spoken to an actual customer.
Let me tell you about a company that gets it completely right.
The Screen That Died—and the Company That Didn’t
A few months ago, I bought a dual-screen extender from a company called Blackview on Amazon. Clever little device—two extra screens slide over your laptop, giving you a total of three screens. Sounds like a productivity dream, right?
After about three weeks, the left screen went dark. Black screen of death. I tried everything—rebooting, reconnecting, re-signalling. Nothing. And by then, I was past Amazon’s 30-day return window.
Now, here is where most people groan and write it off as a loss. Because we all know what usually happens next: the soul-destroying experience of contacting customer “service” with a big company. I use the word “service” very loosely.
For laughs—and with zero expectations—I reached out to Blackview through the Amazon website.
The First Good Sign: Someone Actually Responded
They heard back right away. Immediately, I sat up a little straighter.
A professional and polite representative named Liz walked me through a few technical troubleshooting steps. No canned responses. No “please allow 5–7 business days.” Just genuine, helpful engagement.
When the fixes did not work, Liz offered to send me a brand-new replacement package—and here is the kicker—she offered to pay for the shipping. Something she said they do not normally do.
First brownie point earned. But the story gets better.
Going Off-Script—and Still Saying Yes
Here is the honest truth: by this point, I had lost interest in the dual-screen setup entirely. Three screens turned out to be too much for me—too much on display, too little focus. So I asked Liz if they could send me a single replacement screen instead of the full double.
She said that was not possible. I understood. Fair enough.
A few days later, I came back with another ask: could they credit me 55% of the purchase price—about $150 USD—and I would keep the unit as-is?
Liz’s response was quick, warm, and extraordinary. She said—and I’m paraphrasing—“Normally we do not do this, but as long as you would be willing to leave us a positive review, we will make an exception.”
I left the review. She credited me the $150 USD.
At no point did I feel like Liz was running upstairs to check with a supervisor. She was empowered to act. And that empowerment is everything.
And Then—A Free Laptop
If the story ended there, I would already be telling everyone I know about Blackview.
But it did not end there.
A few days later, Liz emailed again—out of the blue—to invite me to join a product-testing program. The deal? I purchase one of their brand-new laptop models, write an honest review, and they refund me the full purchase price.
I signed up immediately.
So let’s tally this up: a failed screen became a $150 USD credit plus a free laptop. And a company that could have easily stonewalled me behind a 30-day return policy has earned a customer—and a LinkedIn blog post—for life.
The Real Test of Your Business
Here is what I want every business owner reading this to take away:
The true mettle of your business is revealed not when everything goes right—but when something goes wrong.
Are your front-line people empowered to act on behalf of the customer? Or are they handcuffed by rigid policies, waiting for sign-off from someone three levels up who has never met the customer?
Liz did not need a committee. She had the authority, the confidence, and—clearly—the training to handle a difficult situation with grace and creativity. That is not an accident. That is culture. That is leadership.
And it costs a fraction of what a lost customer—and their network—would have cost Blackview.
Three Questions to Ask Yourself Today
- Are your people empowered—truly empowered—to solve problems on the spot?
- Do your systems and policies exist to serve your customers, or to protect your business from them?
- When was the last time a breakdown in your business became a breakthrough for a customer relationship?
Customer service is not a department. It is not a policy manual. It is a mindset—and it starts at the top.
Get it right, and your customers will do your marketing for you.
Thanks for reading…