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 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
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.