As customer service in the aviation industry evolves, an interesting question arises: Is it possible to have too much service? In recent months, service has been the buzz word for organizations trying to find ways to increase business and get ahead of the competition.

Organizational leaders want to become “customer focused” so they say to themselves (and their front line folks), “We are going to improve our service. We are going to be ‘customer focused’. So let’s ask our customers what they want. By giving them many choices of things that we can do, we’ll improve customer satisfaction. They will see that we want to do more for them.”

Is there such a thing as over-service? An example that most of us can relate to is in the restaurant where the server is stopping by the table every couple minutes to ask, “How is the food? Would you like more water? Can I get you anything else?” When all the people at the table really want is to be left alone to eat their meal.

Another way to really aggravate a customer is to be insincere with service -- when actions are not reflecting the questions the service provider is asking or the statements the service provider is making. What could be more insincere than being kept on hold for 20 minutes while a voice keeps repeating, “Please hold. Your call is important to us” … ?

So, what is good service? We would argue that the best service could be defined as “quietly brilliant.” It is service that the customer may not even realize they are experiencing at that moment. It is the airport so well-designed with signage that passengers do not have to ask where the family restroom is located. It is a security guard who notices the elderly passenger struggling with a bag and summons a passing cart to transport them with a mere wave. It’s the flight attendant who notices an inquiring look and asks how she can help. It is the baggage handler who handles the baggage with care as he takes it off the conveyor.

Good service is the service provider’s sincere willingness to make the customer’s experience the best he/she can without overwhelming with “service talk”.