It’s February, which means love is in the air. What better time to show appreciation to the most important people to a business – customers. This month, we’re focusing on how to grow a business by making customers feel appreciated. We continue by highlighting the effectiveness of customer service as a marketing strategy.
I recently read a quote that got me thinking long and hard about how we market ourselves.
“If your actions don’t live up to your words, you have nothing to say.”
As marketers, we’ve all been guilty of talking a good game. We’re always looking for an edge or an innovative new way to reach out to customers. In this pursuit are we losing sight of the basics?
No matter what advances we make, or technology we lean on, good customer service remains one of the most effective marketing strategies a business can adopt. Customers will flock to a business whose actions back up their marketing prose. If you aren’t offering outstanding customer service, they’ll move on to a business that does. For a lot of businesses, it might be time to reevaluate the relationship between customer service and marketing.
The Business Case for Outstanding Customer Service
It’s been demonstrably shown that it’s easier to retain a current customer than attract a new one. You have a 60-70 per cent chance of soliciting return business from a customer if you give them a reason to come back. It shouldn’t need to be said but no matter what industry your business operates in, you aren’t just selling a product or service. Instead, you’re selling an entire customer service experience. In a highly competitive sales market, providing a positive and memorable customer experience will make all the difference.
Delving into the Data
In 2017, American Express ran an exhaustive survey on customer service and the impact it can have on a business. The findings were startling, and highlighted the potential costs of providing a poor customer service experience. In the survey they uncovered the following stats:
- More than half of American have scrapped a planned purchase due to poor customer service
- Americans tell an average of 15 people about a poor customer service experience
- 33 per cent of Americans say they’ll stop doing business after a single instance of poor service
- 70 per cent of Americans say they’ve spent more money at a business with good customer service
- Millennials, on average, will spend 21 per cent more at a business with great customer service
Changing to a more customer service-centric marketing approach isn’t complicated or costly. All you have to do is listen. Follow up with all of your customers and encourage them to leave feedback on their experience. If you notice deficiencies, or a common complaint, address it and make things right with the customer. Over time, this will build confidence, trust and will likely lead to improved sales.
Ready to Help
If one of your goals involves starting, or growing, a business in 2020, GD Commerce is here to help. Contact Us and find out how we can lessen the load.