Someone asked me today what was the best customer service advice I have. Customer service is everything these days—it can make or break your business. We all know the Big Mantras: going the extra mile, adding a personal touch… those are so important—and so well understood—that I won’t repeat them.  So my answer is this:

Sometimes you just have to step aside and get out of your customers’ way.

Let me explain. Market Leader started out using the Internet in an innovative way to create local leads during a time when the Internet’s abilities to target geography were primitive at best. We found a way to enable consumers to first engage with us (through TV ad campaigns), and then we would introduce them to a local expert—the real estate agent. We worked to make sure that handoff was seamless, that the consumer felt comfortable with the entire process.

As web technologies advanced, we gained the ability to help consumers engage directly with the real estate professional from the start. It’s easier for consumers to understand—because that’s what they expect—and it’s easier for the real estate professional to do his or her job. That’s the bottom line: to provide the best customer service experience, especially as a business that helps small businesses, sometimes you have to disappear and let your customer shine.

Scott Smith is Vice President of Sales and Business Strategy driving operational and business planning as well as product management for Market Leader. He also oversees Market Leader’s sales and marketing efforts. From 2002 to 2007, Smith served as Vice President of Customer Operations and Advocacy for Market Leader and was responsible for the delivery of customer-focused initiatives.