Book SummaryThe Customer Rules, by Lee Cockerell

1-Page Summary1-Page Book Summary of The Customer Rules

In The Customer Rules, Lee Cockerell shares his insights on delivering exceptional customer service based on his extensive experience in the hospitality industry. Drawing from his time as the Executive Vice President of Operations for Walt Disney World Resort, Cockerell presents 39 rules that can help any organization create a customer-centric culture and provide outstanding service. The book emphasizes the importance of treating every customer like a VIP, empowering employees to make decisions, and consistently exceeding expectations.

Cockerell is a renowned speaker, author, and consultant with over 40 years of experience in the...

The Customer Rules Summary The Foundation of a Client-Centric Organization

Let's explore the essence of serving customers and how to build a customer-centric culture.

Defining Customer Service

Cockerell emphasizes that providing excellent service is about both what you do and who you are. This means that your mindset and personality are crucial, as well as how you carry yourself. The level of your customer service can’t surpass the level of the people providing it. Even the best policies, processes, and preparation are useless if the people implementing them aren’t equipped for the job.

(Shortform note: Research on service encounters supports Cockerell’s claim that “who you are” matters more than “what you do.” Customers are more satisfied when service providers are emotionally present and authentic, rather than just following procedures. This suggests that rigid policies and processes can actually hinder customer satisfaction if they prevent employees from connecting with customers on a human level.)

Next, we’ll discuss two key elements of service: accountability and reliability.

The Scope of Customer Service

Cockerell argues that providing service to customers is everyone's personal duty...

The Customer Rules Summary Implementing Exceptional Customer Service

To implement exceptional customer service, Cockerell advises holding high expectations for your team. Since customers have high expectations of you, you should expect great things from your team. People generally perform in line with what's anticipated, so set high standards for everyone and they'll meet them. Setting high expectations is free, but requires time and effort to communicate them clearly and consistently. If your high expectations aren't communicated clearly, performance will still be consistent—but it will reliably be average or poor.

To achieve this, develop a comprehensive guide outlining your specific expectations for your employees. Share it with all staff at every tier. Confirm that you've addressed all questions and resolved any uncertainties. Also, add what you will provide for them.

The Risks of Setting Expectations Too High

This approach may not work if you set expectations that are too high. If you set expectations that are too high, your team may feel pressured to cut corners or act unethically to meet them. For example, if you expect your team to provide exceptional customer service...

Shortform Exercise: The Role of Communication in Customer Service

Explore how clear communication impacts customer experience and organizational culture.

How does clear communication reduce customer anxiety and improve their perception of your company?