There are many terms in business that tend to take on different meanings over time or are interpreted very differently from organization to organization. When you think about “customer service,” what’s the first thing that comes to mind? Some might conjure up an image of a smiling cashier at a retail chain, while others might think about 24/7 representatives that are willing to address your specific needs or issues.
Let’s simplify the definition a little bit: customer service is the direct one-on-one interaction between the consumer of the products or services and the representative of the company that offers them. Often, the quality of this interaction will affect customer satisfaction, which will determine whether or not that business gets repeat business. Obviously, this will affect revenue, growth, and reputation.
Customer service is also about supporting customers and advocating for them when necessary. It’s about fostering relationships, having empathy, and working to address their issues quickly. Some organizations might focus on speed, while others might focus on convenience — but the point is that customer service is an integral part of growth, no matter your industry.
Customer service is more than just a smile and small talk. It’s about providing information, listening to frustrations, maintaining positivity, and going the extra mile. In some situations, customer service is about giving your employees the right tools to genuinely help customers with their needs. In other instances, customer service is about processing orders quickly and understanding how to keep expectations high and response times low.
Companies should do everything in their power to make things easy for the customer, while also providing adequate support for their customer service representatives. Many organizations have also benefited from investing in technology to improve the customer service experience, like artificial intelligence or real-time messaging.
Every aspect of your business is important: whether it’s manufacturing, technology, design, marketing, or a dozen other moving parts that help your company operate. However, the importance of customer service cannot be overstated. A business that ensures their customers are happy has a very concrete edge over a competitor that might direct customers to a frustrating call center and wastes a half-hour of their time (something that we have all probably experienced at one point or another).
If your business wants loyal customers, then they will have to focus on fixing customer issues as soon as possible. The beauty of customer service is that loyal customers will reward you back: 86% of customers are willing to pay more for a better customer experience. Also, if you are offering an incredible customer experience to existing customers, it can also be much cheaper than trying to attract new customers.
