Why “customer service” is a stupid answer

Why is it that when you ask a potential supplier or vendor to define the "one" thing that really sets them apart from their competition, they stop…bow their heads reverently, and humbly state, “it’s our customer service”…

In response, you then quietly sat back in your chair, dabbed your misty eyes, and said, “my friend, with an answer like that, you have earned our business…” (sniff!)

If you really think that you can get away with a ubiquitous answer like that, then I’m guessing your sales are in the toilet right now.

However, if you happen to try and sell me something, I would expect you to be prepared to outline specifically and quantitatively why, how, when and where you are better than your competitor in your customer service. Can’t do it? Best not say it…especially in front of me.