Service is the New Marketing

    By Debbie Laskey | Small Business

    Service is the New Marketing image provide service 201x300Service is the New MarketingIn the words of Jeff Bezos, CEO of Amazon, “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”

    On a daily basis, how much time does your company spend thinking about service? How much time is dedicated to creating a customer service strategy?

    While your contact center, also known as the Customer Service Department, may be employed solely to resolve customer issues and complaints, everyone in the company should be trained to understand customer service and its importance. In fact, you should go one step further if you’re a CEO, President, or a member of the leadership team: Train all employees so that they want to provide excellent customer experiences no matter what their job titles may be.

    Consider this scenario: If you work as a member of the Human Resources/Personnel Department, who are your stakeholders, and why must you provide customer service? While the answers may differ from the answers that would be provided by members of the contact center or actual customer service deparment, the answers should be clear. In order for your company to appeal to new employees and keep the ones you have, your HR Department must provide a positive experience during the hiring process, the onboarding process, and every day thereafter. This is why the concept of service should constitute a company-wide training program.

    Consider this scenario: If you work as a member of the Payroll, Engineering, or IT department, it’s equally important to provide quality customer service and an excellent customer experience to internal stakeholders as well as external stakeholders, also known as customers.

    At the end of the day, if your company doesn’t have employees, then it really doesn’t matter how good your customer service is for your customers – because you won’t have any employees to deliver it!

    And with social media becoming such an integral part of a company’s overall marketing strategy, service is really the only way to stand out from the competition – so is your company ready?

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