Why Investing in Customer Support is a Must in the Modern-Day Business

Today’s market is highly competitive. The same service is provided by a vast amount of companies that constantly try to raise the bar. To differentiate itself in the pool of other businesses, a company needs to dedicate a lot of effort.

One way to achieve that is to focus on customer service. According to CS survey, 78 percent of customers have bailed or not made a purchase because of a poor service experience. 7 in 10 American customers agreed to spend more with companies that provide excellent customer support. This means thousands of dollars in lost profits for those companies that don’t provide professional customer support. Also, the value customers place on how they are treated is critical for modern businesses.

A common mistake

Customer support should be on the top three list of things for any business. However, many companies don’t care about it because revenue is the main focus. “Customer support is a cost center. Why invest in it if we don’t have many customers?” This is a typical interpretation, especially among startuppers.

As the result of this failure, an estimated $41 billion is lost by U.S. businesses each year due to lack of poor customer service. Ignoring a simple truth that customers are looking for a meaningful engagement before they pay should be avoided at all cost.

Here are more reasons to invest in customer support.

Customer support is the new marketing

Besides a number of advantages for business such as cost decrease, an excellent customer service is a tremendous marketing method. In 2017, and word of mouth remains an exceptional way to promote products and services. Its power is multiplied by social media where people can narrate about their experiences with companies.

The better customer support is, the more positive feedback and referrals a company is going to receive. Moreover, this method does not cost a lot of money because maintaining a social media profile is pretty cheap. Connecting with people through social media also allows to maintain relationships with customers for longer.

To ensure maximum effectiveness of marketing effort, customer support resources should be mobile-friendly. Around 60 percent of customers view companies positively if their support is mobile-responsive, says 2015 Global State of Multichannel Customer Service Report.

Customer support can be the best investment

Business coaches agree that long-term success depends on a sufficient investment in customer support. This aspect has a direct impact on the growth because it helps to maintain existing customers and attract new ones. According to Gartner, over 50 percent of modern companies are planning to redirect their investment to improve customer experience and support.

To improve them, companies typically collect feedback from existing customers and analyze it. For example, writing services analyze feedback and define best essay tips. As the result, they identify points that allow to meet customers’ expectations faster and more efficient.

There are three main areas for investment in customer support:

  • Technology. In addition to traditional customer support technologies, self-support also needs to be developed. The 2015 Global State of Multichannel Customer Service Report reported that almost 90 percent of modern customers expect companies to offer a self-service customer support portal. Because of this reason, organizations are looking to invest in technology to improve the efficiency of support and decrease overall costs.
  • Human resources. The importance of real interaction with customer cannot be underestimated. To ensure that customer support is delivered in a professional fashion, companies should invest in training for human resources.
  • Culture. The entire organization should focus its effort on providing professional customer support. That’s why one needs to create an appropriate culture to support the innovations in this area.

Customer support is a part of the brand

After receiving a poor customer support, 26 percent of customers typically post a negative comment on social media. 22 percent of customers who receive a professional response from support post a positive comment. These stats described by this Kissmetrics infographic beautifully illustrate the point: the level of customer support determines the image of the brand.

A brand is always associated with the experience people have while interacting with it. The success of the business might be at stake here because every impression of customer support matters. All that is needed to persuade a customer to leave a comment and cause a snowball of negative word-to-mouth is one poor experience with a brand.

The consequences of that one experience, however, can be profound.

The Bottom Line

Don’t underestimate the demands of your customers and do your best to ensure that they receive a professional support every time they need it. By not prioritizing this strategy, businesses are making a mistake that costs them millions of dollars every year.

An excellent customer support can make all the difference between thriving and surviving because only happy customers can bring more business.

Niki Vajdova

Marketing Intern

Student at Faculty of management - Comenius University in Bratislava.

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