The greatest tragedy is indifference.

That statement is attributed to the American Red Cross, and it applies to the world of customer service as well. The first requirement for consistently great customer service is caring about those you’re serving, and caring and indifference are polar opposites.

It’s tough to be indifferent and do what’s best for the other person. It’s difficult to be indifferent and to understand the other’s situation. It’s a challenge to be indifferent and to anticipate the other’s needs.

The know nothings are less of a problem than the feel nothings.

The author of this quote is unknown, but it ties into the first quote. To care, to avoid indifference, it helps to feel for the other person. But not all of us are the emotional type; not all of us are “touchy feely.” So how do we convey we care, how do we avoid indifference, how do we deliver great customer service if we’re not big “feel” people?

Take a cognitive approach. Think of the opposite of indifference as “making a difference.” What can you do to make the other person’s day easier? What one thing can you do to make them more comfortable? What one question can you ask to find out what’s most important to them? What can you do to move them one step closer to a goal? What one thing can you tell them that will make a process more clear or make them a little more confident?

To avoid indifference, think of that one little extra you can provide.

Avoid the perception of indifference by making a difference.

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