Page 14 - Inside Access

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The Importance
of Service
The impact of events affecting the world today have changed the way in which companies and their employees engage with customers.
Customer Service Week offers a unique opportunity to highlight the importance of customer service in businesses.
Here are a few reasons why service is important to the success of achieving organisational goals.
You may have an idea of what your brand represents. However, your customers can't get into your head. The customer service team, however, is your connection to your customers. Without them, we have no means of direct communication. As a result, they play an essential role in relaying to customers what you want your brand image to be. They can help influence customers and convince them of your strengths over competitors.
When your customers are happier, they're more likely to spread the goodness to friends, family, and co-workers. Think about it; if you have an exceptional experience with a brand, you're probably going to rave about it to your friends over dinner later that night. It's natural; you want your close ones to commit to a brand that you trust.
It's a chain reaction. Your customers can be your best and cheapest form of word-of-mouth advertising, as long as you give them a reason to do so.
If a customer has a positive experience with your brand, there's no reason for them to look elsewhere. It's a lot cheaper to retain an old customer than to acquire a new one. By providing stellar customer service, you can differentiate your company to customers. Loyalty is rooted in trust, and customers can trust real-life humans more than the ideas and values of a brand. So, by interacting with your customer service team, those customers can build, hopefully, life-long relationships with your business.
Customer service represents your brand image, mission, and values.
Happy customers will refer others.
Good customer service encourages customers to remain loyal.
PAGE 14 INSIDE ACCESS | OCTOBER 2020 2ND EDITION