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Business Growth Paradigm Buster: Customer Service Trumps Marketing

Did you know that a fantastic fulfillment and customer service strategy can grow your business faster than a good marketing strategy? Most business owners assume that business growth is all about marketing, and it is. But they forget that a business is always marketing itself.

No matter what you’re selling or who you’re selling to, your customers are always evaluating your business. They’re evaluating it before they buy your product or service. They’re evaluating it after they buy.

Marketing, in the traditional sense of the word, usually refers to the marketing that’s done before a sale is made. It’s about connecting with prospects and turning those prospects into customers. But the other side of marketing is turning your existing customers into loyal promoters.

That’s done, not through marketing, but through customer service and fulfillment. THIS is the secret to creating explosive business growth. It turns your customers into an army of the most trusted sales people money can buy…but you don’t have to pay them!

Let’s look at some data from Liveperson.com which was gathered from some consumer polls and surveys and see how your customers define great support and service…

The Facts on How Customer Service Drives Business Growth

Lack of customer support is a factor which contributes to high shopping cart abandonment rates online. According to LIveperson.com, 37% of online shoppers claim that they abandon their purchase because they couldn’t contact the vendor. 30% of them abandon carts because they have a hard time getting help on the website. These are probably sites which were well marketed, but poorly supported.

Customers also claim that speed is important during a customer service experience. Over 71% of consumers expect to get support in five minutes or less, 31% expect immediate assistance. 48% of shoppers who aren’t helped right away will go somewhere else to make their purchase. 56% of online consumers expect to have their problems solved in one interaction.

The statistics also show that hiding behind an FAQ page, email ticketing system or support forum instead of allowing your customers to talk to a live person via chat or phone is a costly mistake. Nearly 60% of consumers want to have a choice about how they contact brands online. Nearly 60% of online consumers also prefer to speak with someone over the phone.

That’s how great customer support can increase your sales and make your marketing more effective. Now, let’s debunk a popular myth about the “expense” of customer service.

Customer Service, an Expense or an Investment?

It’s a mistake to think of customer service as an expense. Sure, it costs money to provide live support. But it’s costing a lot more to let your customers abandon their purchases, never to return to your site again. And how about after the purchase is made?

If customers expect quick and efficient support during the sales process, how much more will they expect it after they’ve spent money with your company? If you spend money on marketing to get customers to your site, yet lose them because of bad support, your marketing dollars become less effective.

But if you invest in great customer service, you can not only increase your sales, your customers are also more likely to tell people about the positive experience they had with your company. A happy customer is a great sales person, and you never had to pay them a commission. It’s 100% done for you marketing.

So if you want to grow your business, invest your money into creating exceptional customer service instead of just marketing.




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