Most marketers know that customer service can ultimately make or break a brand but this vital part of the branding puzzle rarely gets the attention it deserves, a recent Harvard Business blog argues.
Marketers are reminded that the benefits of strategically developed customer service processes include enhanced customer attainment and retention, a strong point of difference and greater brand loyalty.
In order to use customer service more effectively a number of tips are offered. In summary, these include:
- Implementing C-level driven customer service initiatives across the entire organisation
- Recognising that human-assisted customer service is vital for some customer segments and not necessary for others
- Developing metrics that respond to individual company situations rather than adopting a one-size-fits-all approach
- Ensuring knowledge bases are uniform across all customer service channels for streamlined interactions
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