I don’t remember the last time a marketing ad secured my loyalty, do you? I do remember all of the companies that I like giving my business to though, do you? And let me tell you, the list of companies that I like giving my business to that comes to mind instantly, is rather small. That small list of companies has great customer service, at least from my experience with them.
Marketing turns heads and grabs eyeballs
Don’t get me wrong, I remember good ads, we all do. It’s why half of us like watching the Super Bowl. When you see a clever ad on television or on the internet, or hear one on the radio it puts a smile on your face. And when an ad puts a smile on your face you remember the brand that created it. Ads are what keep brands first and foremost on your mind. Good marketing is intended to pique your curiosity enough to spur an action to visit a brand. But what happens after that? Well to put it simply, customer service takes over.
Customer service keeps them loyal
The minute someone initiates an interaction with a brand, whether it is walking into the store, calling on the phone, or sending an email, customer service is responsible for that experience. Loyalty is measured by customers returning to continue investing in a brand. Loyal customers to a brand become advocates for a brand. Think about the brands you would recommend to a friend. You’d recommend a brand based on the experience you had with the brand. It’s a really simple concept. Good customer service builds loyalty and advocacy.
The customer must be the focus of a brand for it to be successful. Therefore if customer service is responsible for the customer’s experience, it is the backbone for any brand. If you cannot take care of your customers, they will leave, making all of your marketing efforts futile as your brand quickly becomes a revolving door of customers coming and going. People are not loyal to products; they are loyal to the brands that make the products. So take care of what is the backbone of your brand, customer service.
So what I want to know is, why does it seem like customer service is the first thing to get cut or outsourced when times get rough for brands?