Why Is Customer Service Important?

Henry Ford stated ‘The only foundation of real business is service’. In many companies, the customer support function sits out of their sales channel as it is observed in some way inferior to earnings. Yet customer support is essential to sales achievement. Without good customer service there will it support Tunbridge Wells be no repeat sales, and repeat sales will be the most profitable earnings any company can generate.

The selling process isn’t complete only because the client has stated that he or she will buy your services or products. Through the whole selling process, the upkeep of goodwill is crucial, but much more so after the purchase. Irrespective of your customer’s past feeling towards your business, the experience they have as soon as they have purchased will have a significant impact on future earnings. Customer support does not complete the purchase; it reignites the sales cycle. A rewarding maxim to embrace is: ‘a customer cannot be regarded as fulfilled until we get their next order.’

There are a range of empirical research on the worthiness of customer service and the effect of repeat business on the bottom line. Frederick Reicheld and Earl Sasser said that ‘if businesses knew how much it really costs to lose a customer, they would be able to make accurate evaluations of investments made to keep customers’. They discovered that customers become more profitable over time as increased earnings; decreased costs of supply; referrals; and also the opportunity to up-sell all add to the bottom line.

Heskett, Sasser, and Scheslinger collaborated on a training programme to assist supervisors in understanding the lifetime value of customers and in addition counseled on the importance of creating a culture whereby workers are engaged to contribute to the value string. They postulated that worker satisfaction leads to service worth which produces customer satisfaction and that subsequently ends in profits and growth. It’s hardly surprising that happen workers produce happy customers.