The Importance of Customer Contact Support for a Business
When operating a business, be it small, medium, or large scale, there are numerous aspects to consider. While businesses highly prioritize areas such as marketing and advertisement, product development, and customer acquisition, one aspect that they often fail to prioritize on is customer service.
The reason for it is that businesses often fail to understand the importance of customer contact support systems and adopt a mindset that simply setting up a normal customer service department is sufficient.
So we’d like to focus on the importance of customer support in this post and explain why businesses need to put more effort into not just setting up but continually improving the quality of customer service.
Importance of Customer Service Explained in 5 Steps:
1. Create a Positive Brand Image
Even when you put a lot of effort into creating a perfect product or service, some issues are bound to arise. If the customer support team is adept at handling such issues promptly and effectively, it will leave a positive image of your company in the customer’s minds. In fact, if some customers are not satisfied with your product but are impressed by your response to their complaints, they will still end up on a happier note.
2. Customer Retention and Indirect Marketing
The fact that excellent customer service helps to retain your existing customers doesn’t need much explanation. Customers love to associate with businesses that listen to them, address their issues, and solve their problems. But it doesn’t just end there.
A satisfied customer is likely to promote your business further, be it through word of mouth or by leaving positive reviews. So having excellent customer contact support means will turn your existing customers into an indirect marketing means.
3. Cost Efficiency
Every returning customer is as good as a new customer. And it’s no rocket science that retaining a customer is a lot cheaper and easier than acquiring new ones. So when you invest more in the quality of customer support, you will need to invest less in customer retention and acquisition. As such, the performance of your customer contact support can help you to cut down costs in other areas.
4. Provides a Competitive Advantage
If your business is continuously racing with one or more close competitors, the quality of your customer service can make or break your deal. If your product or service is quite similar to that of your competitors, customers will often make their decision based on which company has better customer service. So, having better customer contact support will give you a huge advantage over your competitors.
5. Provides Valuable Insights
Your customer support department can also serve as a means to get highly valuable and customer-oriented insights. What are the aspects of your product that need improvement? What are the main issues in your sales funnel that must be addressed immediately? The answer to these and many more questions can be derived from the customer service department based on their interactions with the customers. It is a cost-free and straightforward method to get additional marketing insights and analytical data for your business.
Some Examples Where Customer Service is Extremely Crucial
1. Computing and Hardware
Computers and hardware such as printers and scanners are used almost everywhere these days. But operating these devices is simple; fixing them is not. For example, if any problem is to arise with a printer or monitor, they will have to seek help from experts. And the first thing people often do in such cases is to contact the customer support of the manufacturers. On top of that, it’s not easy for the customer service representative to explain the issues to customers who don’t have any technical background on hardware. That is why technically-sound and expert customer service is essential in the computing and hardware industry.
2. Financial Transaction-Based Industries
The importance of customer service is high in any industry where there is a regular financial transaction between the business and its customers. The first example is the banking industry, where any issues arising with the customers’ bank account, transfer of money, etc. must be addressed by the customer service department.
For another example, we can consider the India-casinos industry (both land-based and online) where customers are continually depositing and withdrawing funds. With numerous transactions occurring between a casino and its customers, some problems are bound to arise. And since it’s a matter of money, customers can easily get worried or agitated. Then it becomes the responsibility of the customer service department to resolve such issues and ensure that their customers receive the money at all costs.
Apart from these two examples, all other industries that perform monetary transactions with their customers must have excellent customer contact support.
Customer service is more than just a means to solve customer queries. If used smartly, it can serve as a marketing tool, improve brand reputation, cut costs, and draw in more customers while retaining existing ones. So we urge all businesses to spend more time, money, and effort in enhancing the quality of their customer contact support.