Although customer service may encompass a broader definition, customer support has become at least as important to business success. This is, in part, thanks to the fact that customer support functions as a last line of defence against a negative customer experience. And, the more complex the product or service, the more support customers require. And the more challenges those customers face, the more poorly they view the overall experience.
Today’s customer expectations are higher than ever before. Customers are informed, self-assured, and are aware that they have many other options when it comes to doing business. When they have a negative customer experience, they are not shy about sharing their story, potentially causing reputational damage that extends well beyond the original customer relationship.
When your customers encounter a problem, they look to your support channels to help make it right. If you can solve their problem in a fast, convenient and friendly way, then they will be more likely to view your company positively. They will be more willing to do business with you in the future, and may refer you to friends and associates.
In other words, customer support is a major opportunity to turn potentially damaging issues into positive support experiences. It’s also a chance to identify and address the root causes of customer support issues, creating an improved experience for those who come after.
Business growth depends on a variety of factors, but at its core, it’s all about customers. Happy, engaged customers will generally spend more and do business with you for longer. At the same time, companies depend on candid customer feedback to improve products and inform future decisions.
Effective customer support provides for these needs. It offers a means to meet expectations and engage customers when they need it most, and collect honest evaluations and criticisms to help drive innovation.