In This Chapter
Encouraging and embracing customer feedback for improvement
Saving and gaining revenue
Improving the service process
Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.
— Steve Jobs
Customer service is one of the most critical aspects of any organization. Positive experiences give us reason to go back or refer friends and family. Yet this is the very area that many customers and clients state is the most problematic part of the experience. They like the product, but its perceived value decreases with poor service.
Remember, customer service equals sales. A happy customer tells their friends and family, and they go back themselves for more services and products. Knowledge about customers equals knowledge-based marketing. Finding new customers becomes that much more effective. Therefore, managing accounts for customers can actually be thought of as an extension of sales and marketing.
In short, customer service is a huge opportunity to increase sales and therefore revenue. Looked after, this one department can propel a firm to new heights. However, neglected, it can affect ...