Prioritise customer service to strengthen brand building

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 19, 2021, 1:37 PM UTC

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.  

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