Customer impact through services
Article

Customer impact through services

Fighting for customers’ attention against the (marketing) noise of direct and indirect competitors is expensive and ineffective. Once customers have bought a product, its services, or a lack thereof, that makes the difference. Being appreciated for great services that complement products helps to retain and attract customers.

Improving service is more effective than expensive marketing campaigns

Businesses invest 20 to 30 times more in marketing and branding than in the development of services. Most organisations who cannot get the upper hand on their competition with their products try to beat them with smart (usually expensive) campaigns. Services represent an opportunity to gain competitive advantage in a more effective way.

Customer acquisition vs. customer retention

In most businesses money is made through direct and indirect sales and therefore companies (over) invest in attracting customers with special offers and an enticing (sales) experience. Closer examination shows that customers’ experiences are mostly based on being a customer or user, not on becoming one. Bad service experience is one of the main drivers for customers to defect, switch, or complain.

Meet and exceed expectations with great service

Your business, and especially your service, matter – particularly when customers require assistance or information. Every time customers require anything from a business, there is an opportunity to meet and exceed their expectations.

Many organisations communicate to their customers from an internal point of view – missing an opportunity to really engage with customers during different phases of the customer lifecycle. This mismatch results in customers perceiving a service as noise – and customers do not like noise.

Service to exceed customer expectations

The level of service available when making a purchasing decision should continue post purchase. Offering customers a perfect start supports the goals of exceeding customer expectations. A ‘perfect start’ requires organisations to be proactive and supportive in guiding customers during the early phases of using a new product or service. Actually delivering good service at specific points in the customer lifecycle has more impact than talking about it in a brochure.

The 80-20 rule applied to service

Offering a small group of customers an excellent service generally results in a positive experience for all involved. Unfortunately it does little to the bottom-line. Focusing on the service failures that impact 80% of the customer base results in many – as opposed to a few – happy customers. It forces an organisation to improve internal consistency and transparency and more importantly – be easier to deal with for customers.

Promote your service

Retention, loyalty and advocacy are not based on incentives alone – in fact, they are largely based on great service. Customer experience great service when businesses meet or exceed their expectations. Therefore businesses should only promote incentives that they are able to deliver. For customers to perceive your businesses and its products or services as relevant, it is vital to offer great service during various stages of the customer lifecycle. Marketing of the service experience you can offer enhances the product, the brand and the customer relationship.

Build customers relationships through services

Understanding when and where customers expect support and guidance is invaluable. Organisations that are able to identify this moment will have the opportunity to offer the right service at the right time – they will be perceived as relevant. Offering relevant services allows a brand to have customer conversations that are more meaningful and full of opportunities to sell and promote.