Tuesday Oct 06, 2026
Tuesday Oct 06, 2026
Tuesday, 6 October 2026 06:05 - - {{hitsCtrl.values.hits}}
Being responsive in customer service means responding quickly, effectively and empathetically to customers’ needs. It involves active listening, anticipating problems and providing personalised, creative solutions and recommendations that address each customer’s specific issue. This helps to build long-term trust. Organisations typically use tools such as surveys, interviews, focus groups and mystery shoppers to assess how responsive they are to customers.
A company’s long-term sustainability depends largely on its ability to build strong customer relationships, meet expectations for quality service and keep customers satisfied with its products or services. Prompt and effective responses make customers feel valued and heard. Going the extra mile through effective customer responsiveness therefore helps to encourage repeat business.
Responsive staff take customer concerns seriously
In a culture centred on customer experience (CX), responsive staff address customer concerns swiftly and effectively while showing genuine empathy. Key attributes include active listening, the authority for frontline staff to solve problems immediately, clear communication and a proactive mindset that anticipates customer expectations.
I once visited a restaurant and placed a vegetarian takeaway order. The staff began preparing the food fresh while I waited in the lobby. On a couple of occasions, the restaurant manager offered me a fresh juice while I waited, which I declined. As promised, my order was ready within twenty minutes.
While we were arranging the food on the table at home, we realised that a non-vegetarian item had been supplied instead of our favourite hot butter mushroom curry, which I had specifically ordered. In frustration, I contacted the restaurant manager to explain the mistake and sent him a photograph of the item via WhatsApp.
After apologising for the mistake, he immediately arranged for a freshly cooked hot butter mushroom dish to be delivered through Uber Eats. The restaurant also went the extra mile by sending a complimentary biscuit pudding for dessert to make amends for not getting the order right the first time.
Responsive staff need to be empowered
Staff who interact directly with customers must be given the discretion and authority to make decisions on the spot, rather than being required to pass issues up a rigid chain of command. Staff are willing to go the extra mile when they feel empowered. Being responsive goes beyond speed and operational efficiency. It is about staff leading without a title to create positive, memorable experiences for customers.
A well-known example comes from The Ritz-Carlton hotel chain. Its widely cited US$2,000 rule allows staff to spend up to US$2,000 per guest, per incident to resolve issues or create personalised experiences without seeking prior management approval. This shifts the focus towards immediate service recovery and building brand loyalty.
A common concern is, ‘Will staff abuse this authority?’ A strong service culture helps staff exercise that authority responsibly. At The Ritz-Carlton, this culture is reflected in its motto: ‘We are Ladies and Gentlemen serving Ladies and Gentlemen.’
Empowerment need not involve spending money. With the right mindset, it can be demonstrated through an intentional act of leadership carried out with respect and professionalism.
Some time ago, I was on holiday with my family at a Ritz-Carlton hotel. We were due to leave that evening, and that morning my wife wanted a bottle of Panadol because our second son was feeling feverish. I went to the lobby and asked a bell attendant, “Where is the nearest 7-Eleven where I can buy a bottle of Panadol?”
He accompanied me along a short pathway from the hotel to a 7-Eleven in the basement of the adjoining plaza. He waited outside, giving me privacy and time to shop at ease. When I had finished my purchase, he walked back to the hotel with me.
The bell attendant truly went the extra mile to serve me. He had been away from his post for a good twenty minutes. When I remarked, “Your bell captain must be looking for you,” his answer was simple: “I am doing my job!”
Responsive staff communicate proactively
Responsive staff answer customer calls and reply to emails promptly. Even when the answer is unfavourable or uncertain, acknowledging calls and emails promptly demonstrates care and professionalism. Giving customers accurate information is always better than leaving them in doubt. My guiding principle is: ‘Customers do not mind waiting as long as they are kept informed. What they do not want is to be left in the dark.’
My wife and I once wanted to attend a musical show at a leading convention hall in the city. When I tried to reserve two tickets online, I found that all the seats shown on the seating plan were sold out. I telephoned the organisers and explained how keen we were to attend. After checking availability, they confirmed that all those seats had been sold, but assured me that they would do their best to find us two seats.
For three days, they called me every morning and evening to say, ‘We are still trying.’ The day before the show, they told me that they had arranged a swap with another party and secured the seats we needed. Their consistent responsiveness and willingness to go the extra mile made us delighted customers.
(The writer is a sought-after ‘Customer Experience’ specialist in Sri Lanka. Over the last three decades he has conducted over 3,500 inspirational and educational programs for over 800 organisations in 11 countries. His work can be seen at www.dhammikakalapuge.com.)
‘PRIME way to go The Extra Mile’
Global Customer Service Week 2026 runs from October 5th to 9th. During this week, five articles will appear in the Daily FT. Since this year’s theme is ‘Going the Extra Mile,’ these five articles will be published under the heading ‘PRIME Way to Go the Extra Mile.’ The term ‘PRIME’ serves as a mnemonic, with each day’s article focusing on one of its core pillars: Passionate, Responsive, Innovative, Meticulous, and Empathetic. Today, marking the first day of Customer Service Week, the featured article is ‘Be Passionate.’
See tomorrow’s Daily FT for the third article in this series: “Be innovative”; the first article was published yesterday under the title “Be passionate”.
