Whether you're launching your business through an e-commerce website or are doing it the traditional way by erecting a brick-and-mortar store-front, the most important thing is to bring in potential customers. Once you've thrown the doors of your business open and the prospects are walking in, you need to find a way to change those prospects into buyers. Great customer service not only manages to change prospects into buyers, but it can also change first-time buyers into repeat consumers. However, in spite of knowing the importance of great customer service, many marketers fail to incorporate its planning and development into their marketing strategy.
Here are five reasons why customer service is a key part of any marketing strategy:
Customer acquisition costs a whole lot more than customer retention
When you lose an existing customer, you not only cost your company that customer's business, but you also end up spending a whole lot more to acquire a new customer. If this doesn't highlight the importance of incorporating customer service planning in your marketing strategy, little else will.
Poor customer service can lead to the demise of your business
If your staff treats your customers poorly, you can be sure that it will cost your business a lot more than just their loyalty. On the other hand, if your customers are well taken care of, you will be able to reduce the overall problems like legal issues and a drop in sales associated with your business. More often than not, one problem after another can lead to the demise of your business.
It is always easier to sell to an existing customer
Existing customers who are loyal to your business are more likely to buy from you when you launch a new product than new customers who are still on the threshold of turning into repeat consumers. The probability of selling to a new customer lies anywhere between 5-20 percent as compared to selling to an existing customer, who resides in the range of 60-70 percent.
Great customer service leads to word-of-mouth advertising
Word-of-mouth advertising can have a monumental effect on your business and great customer service is the only way you can help spread positive word-of-mouth. This kind of advertising is priceless as it cannot be bought. Great customer service will create an army of raving fans who will champion your business for you like no one else.
Excellent customer service can strengthen your brand image
One of the best ways of improving your brand perception and strengthening its image is by ensuring high-quality customer service. Apart from gaining positive reviews on social media, great customer service will help solidify your brand in the minds of anyone looking for products similar to the ones you sell.
Bad customer service is hazardous to the longevity of your business as when you ignore the needs of your customers, you increase your chances of ending up with a failed business. It is for this reason that you need to pay attention to customer service while building your marketing strategy.
Read Also: A quick guide to winning at customer service