For a couple of years, I’ve been working on marketing, especially digital marketing; I’ve noticed that as marketing technology keeps growing and improving, business owners want more new customers and do not focus on the current ones. Because of this, I’ve been noticing a constant need from business owners to keep making money instead of investing in the current money already being made. What I mean by this is that business owners should be focused on customer service and customer experience more than getting new customers.
“Getting a client to return to a business is easier than gaining a new one who has never heard of you.”
While looking at videos on YouTube about marketing, I encountered a video titled Customer Service vs. Customer Experience from Valuetainment. In this video, Patrick Bet Devid explains the difference and how they work with each other.
Lately, I’ve seen many marketers say that customer experience is the most important aspect of marketing for a brand, but their brand fails in the same thing: customer service. Patrick Bet Devid mentioned that you can incentivize the customer experience with good customer service. The way I see it, customer experience is defined by customer service. They work in a chain style; if good customer service is delivered, a great customer experience is developed, and brands can start developing loyalty. Focusing on customer service to develop a positive customer experience is the best strategy or effort to retain customers and increase customer value. This is a great way to invest in your current clients.
Customer service includes treating people well in the store, on a call, or solving any problem. It also includes features on your website for feedback, contacting the company, and any other feature that will add value to the client and make them feel welcome, accepted, and comfortable with the brand. When customers feel this way based on their customer service experience, they feel part of the business, and a community develops. When a community is developed, and the customers are happy, they will start creating word of mouth, and at the same time, their loyalty will be maintained. The best advertising strategy is to use the word-of-mouth of your customers. Brands must be focused on creating a positive one so the message can be spread and new people are driven to the business and consume it. This process must be guided or led by a human. The human touch is key for customer service.
There are companies where all customer service is provided by a machine, such as a chat or automated voice call. Customers must do everything on their own, and they get frustrated.
Before starting your customer service protocol or strategy, try to understand the six mental stages of a buyer’s customer so you can identify the most important aspects of your customer’s priorities when buying a product and making the decision. Customer service can be designed based on those six stages, and a good tip is to start making the customer feel welcomed when they go to your website, store, or interact with the brand so they start feeling that their problem will be solved effortlessly with your brand. This way, when they go through the consideration phase, they will remember how they felt when they met your brand. People remember things based on feelings and feelings
at a certain moment.
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