Customer service must be used to elevate customers’ brand experience.
The author highlights that for a healthier bottom line and a loyal customer base, exceptional customer service could be as important as an ad creative. As per Bain & Company, a 5% improvement in customer retention rate could boost profits by 25-95%.
More recently, customer retention was impacted as the pandemic increased call volumes and call times. And while chatbots and emails may be a substitute, they don’t provide the experience that a human interaction can.
The author cautions against treating customer service as an afterthought as it is a critical factor in defining brand perception. Additionally, customer service must be treated as a part of brand building and revenue generation as it can help build customer loyalty for the long term.
[5 minute read]