The Importance of Customer Service
If you are going to sell to a customer one time…never to repeat doing business with that customer and if you do not care about what your customers think about your products and/or services…then you do not need to read further.
One of the reasons to pay attention to customer service is to develop customer loyalty and repeat business. Doing business with customers is not always just about your products or service. The experience of ensuring great business processes is just as important.
I had a customer once who taught me a very valuable lesson. He said that ‘companies do not do business with each other – people do’. This can therefore be a very complicated interchange. It involves:
- Product/Service knowledge and how customers benefit
- Personal Service that is exceptional
- Emotional relationships…letting customers know that you care.
- Having fun doing business, enjoying relationships with your customers
- Delivering an outstanding experience of value
Customer service is important because retaining customers is always less expensive than acquiring new ones. Having customers repeat the buying experience is more profitable than acquiring new customers. Not only do loyal customers ensure sales, but they are also more likely to purchase ancillary, higher-margin supplemental products and services. Loyal customers reduce costs associated with consumer education and marketing, especially when they become promoters for your organization – they tell others about their experience.
The bottom line is that you want to deliver an awesome experience that customers cherish. This is how you differentiate your business organization from your competitors. This is how a small business can excel.