Customer service is widely regarded as the best marketing tool available and for good reason. It is very powerful, yet not many companies realize it. So powerful is this feature, it can single-handedly give your company an edge over your competition. Take my example for instance. While flying from NYC to Dallas on a connecting flight, I forgot to check my baggage in thinking that it was already checked in all the way from London which is where my flight originated from. When I landed in Dallas, my luggage was nowhere to be found. I immediately notified the airline and went home.

The very next morning, my door bell rings. It’s a worker from the airline, making stops all over the DFW Metroplex delivering lost luggage and he had brought mine. I was speechless. This came to me as both a pleasant surprise and a relief because I had some valuables in my luggage and was afraid that I might lose them. I was overwhelmed by the initiative the airline took in getting my luggage, which I left behind, back to me as early as possible. I have been with the same airline ever since and I don’t fly a different carrier even if they offer a better deal.

Customer Service – The Edge That Companies Should Seek Out

The above example illustrates how quality customer service can influence the consumers purchasing decision in a company’s favour simply because the company was there for them in their time of need. People who have had a positive customer service experience will continue to do business with that company despite what other companies might have to offer. This is precisely why every successful business should carefully structure their customer service program and make it a part of its company vision.

It’s Not Always about Giving Refunds

Many companies make the cardinal mistake of associating customer service with refunds, citing that at the end of the day, all an unsatisfied customer wants is their money back. This is a completely inaccurate assumption and one with dire consequences if not corrected.

An unsatisfied customer is not always looking for their money back. They could very well be looking for a replacement of their product or accessories or just want to acquire some information. And even if they are asking for their money back, consider that money spent as a marketing expense. After all, most companies spend thousands of dollars on advertisements to promote brand awareness and customer loyalty. The same can be done here.

Customer Service Means Interaction and Giving Time

Customers are looking for attention and demand to be heard. It could be something as small as setting up and configuring a smart phone app to something as big as discussing the real estate investment. Bottom line is that interacting with the customer will make them happy and tell them that you care about what they think, and for this time management of your employees and yourself is key.

To conclude, quality customer service is an effective marketing tool that all businesses should incorporate in the business model. Your can have a great product, at a great price with great features and still end up on the losing side if customers don’t believe you care about their needs. Win the customers and you can win everything.