Marketing is one of the departments that focuses entirely on the customers and their perceptions. Be it various ad campaigns, promotions, strategies, or customer support service, it is all a part of marketing. There is no denying the fact that the role of customer service is particularly important for any marketing strategy to create a bang these days.
The main reason being that the expectations of customers have become higher since they are more aware of the options available around them. Customers would want your product or service to meet the promises, and your brand to offer multiple avenues of support. Let’s admit it, even the most foolproof marketing strategy would collapse if you fail to provide a sound customer support service.
If your customers feel that they are not guided properly, given poor communication, or shown negligence by the customer support team, then they would develop a negative perception about your product or service. In the end, it is the customer perception that either makes them loyal or quit your service.
This is why companies with a strong approach to customer support service tend to steal the spotlight. Cox customer support is one of the prime reasons why Cox outranks the tough competition in the cable industry.
This reinforces the fact that customers do not take to a product or service only as an outcome of strong marketing strategies, rather it is also attributed to the strong customer support service. They know that they will be delivered what they are promised. Here is a look as to why customer service plays a central role when it comes to successful marketing:
Better Customer Experience
It is a fact that a company exists because of its customers. Therefore, organizations that pay attention to designing a robust policy for ensuring an excellent customer support service win over the competition and manage to make a strong impact in the market. This is because, at any stage, a customer would surely get in touch with the customer support department.
It is this interaction that will make the customer develop a perception, good or bad. Let me give you an example. Imagine visiting a hospital with a horrible receptionist and paramedic staff. You might stop going there since the receptionist or the nurse is not polite or cooperative.
The same goes for any company or organization. If a customer contacts a customer support agent that is rude and fails to provide relevant information or solve a query, the customer might quit your service because of this impolite and ignorant attitude.
Effective Problem Solving
At any stage, the customer might confront a problem or query regarding your product or service. And it may sound weird, but you can look at it as an opportunity. Well, you can make this customer happier and more satisfied by solving the problem instantly.
If the customer support team manages to resolve the issue of a customer quickly, this makes a customer satisfied and impressed. In fact, a customer greeted pleasantly and given due attention is likely to have a much higher level of satisfaction and loyalty towards your company.
Happier Customers = Better Reputation
Garnering a positive reputation and greater popularity is the aim of every marketing department. This would not be possible without the support of customer service. Why? Because it is the customer care department that is in direct contact with customers. A proficient and excellent customer support service can leave an everlasting impression on the minds of customers.
This gives way to a stronger repute and attracts more customers, as a consequence of recommendations from the existing ones. After all, the best way for a business to grow is through word of mouth and every customer can be considered as a brand ambassador.
No doubt various social media and other marketing campaigns ignite it, but nothing beats the recommendations of your existing happy customers, who spread the good word about your product or service as a result of a great customer support service.
Reduced Cost of Marketing
Companies with a stronger customer care department tend to spend less on other marketing campaigns and activities. This helps cut down the cost for brand promotion and awareness through various marketing activities.
Once you turn your existing customers into your advocates, not only do you earn the loyalty of customers who are willing to commit long term to your product or service, but they also bring in new customers for you and help your business grow further.
We can conclude that good customer support service aids in the development of a stronger marketing base through effective problem solving, ensuring a better customer experience along with increased loyalty. After all, the happier the customers, the more successful a business!