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Why customer service should be part of your marketing mix

My name is Susie and I'm a customer service freak! No seriously, if I receive poor customer service then I have a tendency to get a little Karen like....


Customer service for me is everything. It's a make or break buying decision because if I receive poor service then I will simply no longer use a business (although as an exception, Kmart you still have my heart despite your terrible customer service and check out experience!)


Poor customer service to me looks like:


  • Being ignored/no acknowledgement or eye contact

  • No manners (what happened to thank you?!)

  • Unacceptable wait times/Lines

  • Poor communication

  • Poor complaints procedures

  • Haughty staff

  • Poorly trained staff

  • Being pushed from department to department

  • Waiting on the phone

  • Poor telephone manners

Ever heard the phrase it's not what you said it's now you made me feel. That's how poor customer service makes me feel and I'm pretty sure you'll feel the same.


Great customer service on the other hand is the total opposite. It makes you feel valued and appreciated and most importantly makes you want to keep buying.


Sometimes even the smallest things can make all the difference like a cheery voicemail message, a sincere thank you or attention to detail when it comes to reviewing the customer experience cycle.


First Impressions


There are also some other things that you can do for your business that are beyond human interaction that show you care. That all important first impression really counts.


For example, I used to work in a residential lettings office years ago and it always disappointed me that the office had dirty windows and a bunch of dead flowers in the entrance. Even the other day I went to the bathroom in a car showroom. The tiles were literally thick with dust to the point where I nearly asked for a cloth and some cleaning spray!


Doesn't give a good first impression does it?!


Great first impressions include:


  • Clean and tidy shop/offices (including the bathrooms!)

  • Staff wearing clean and ironed uniforms

  • A professional telephone answering message

  • Clear and clean signage

The moral of the story is that you can have the best marketing in the world but if your customer service isn't cutting it then you're simply wasting your time.

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