“If you’re not serving the customer, your job is to be serving someone who is.”

–Jan Carlzon, (former) SAS airline CEO

I was telling a friend about my recent writers conference at Billy Graham’s The Cove. Remarking on the attention to detail and the courtesy of the staff there, I said, “They were top drawer–you know, Chick-fil-A level of service.” My buddy immediately understood.

Folks who frequent Chick-fil-A appreciate the service they get. And, lest we forget, just contrast theirs with the service at a place where the meal is described as “happy” or the establishment makes you feel like royalty. At those places, I’ve been served while the cashier was on his phone, not speaking to me or making eye contact with me. Never again!

Part of success in a business is establishing a “brand,” and Chick-fil-A has managed to corner the market on top-drawer service. Kudos to them! “My pleasure!” sounds much better than “No problem,” right? Heck, I’d settle for a simple “You’re welcome,” wouldn’t you?

Why is Chick-fil-A’s achievement the exception rather than the rule?

Haven’t you been frustrated by work you contract for and then the job is delayed, drawn out, or inadequately completed? If the work is completed, does it sometimes fail to rise to your level of expectation? Isn’t there a sense that many workers don’t take pride in their jobs today?

And the airline industry? Don’t get me started! Remember when traveling by air was considered a luxurious event? People dressed nicely, the flight attendants politely smiled, and the last thing on the passengers’ minds was a fight breaking out (no wonder the attendants are stressed!).

My profession, medicine, has morphed drastically since I started practice a hundred years ago. It can be difficult to schedule an appointment, speak to a living person without first responding to a series of computer prompts, or see your doctor rather than a mid-level practitioner.

When I practiced, my partners and I had a policy of returning parents’ calls the day a message was left–we wouldn’t go home that evening until we were finished. We’d actually try to return morning calls during the lunch “hour.” That was not only common courtesy, it was a huge parent pleaser . . . and not a big ask. Simply put, treat families the way you’d want your family treated.

I had an MRI last year, got the results through the chart messaging system the same day, but didn’t hear for five weeks from the doctor who ordered the scan. I will never go back to that physician. That could have been avoided with a two-minute phone call, about four weeks earlier.

A friend of mine is on pins and needles waiting on a biopsy result, but probably won’t hear until the next office appointment. That’s ridiculous and inconsiderate. At least a preliminary result is available to the physician within twenty-four hours.

I’m generalizing. There are still dependable contractors, painters, and lawn companies. And, yes, there are still conscientious doctors who treat their patients the way they’d want to be treated. Of course. But many companies and professionals have stepped onto the slippery slope of less than stellar service.

In the Gospel of Matthew’s Sermon on the Mount, Jesus tells us, “If anyone forces you to go one mile, go with them two miles” (Matthew 5:41 NIV). Applying that to our world today, why can’t we expect folks to go the extra distance? Why should commendable service be a pleasant surprise?

How we treat others, individually and corporately, reflects on us personally. What we say or promise is what people expect from us. Shouldn’t we honor that trust and fulfill our obligations to the best of our ability? Why not make that our goal?

Do you think S. Truett Cathy, founder of Chick-fil-A, would settle for anything less?