by: Matt Rhodes
We wrote last month about the Zappos story, about how they have used customer service to extend and enhance the customer experience and how this has had a positive impact on sales, satisfaction and growth. This example highlights the power of customer service - of listening to and then rewarding customers.
Image by LiminalMike via Flickr
We know the real benefit that a brand can experience from engaging with its customer directly through online communities. Both in terms of the insights and ideas you can get from them, and also the way you can amplify word-of-mouth and build loyalty with them by listening to what they say and responding.
But even more than that. Customer service - listening to customers and having a direct dialogue with them - is a form of marketing. And an effective form of marketing at that.
This week’s Required Reading at FreshNetworks is a presentation Lane Becker from Get Satisfaction, delivered at Next09 that looks at exactly this issue. For Becker, customer service is marketing, and for brands who get this right, it is characterised in three ways:
Customer Service is the New Marketing (Next09, Hamburg)
View more PDF documents from Lane Becker.Some more reading
Original Post: http://blog.freshnetworks.com/2009/05/customer-service-is-the-new-marketing/
This blog reflects the personal opinions of individual contributors and does not represent the views of Futurelab, Futurelab's clients, or the contributors' respective employers or clients.
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Marc says:
29 May 2009, 15:43
Customer Service is the new marketing. Even more so in an economy like this. Sites like MeasuredUp.com and Twitter allow consumers to complain, ask questions and connect directly with employees at companies. Companies that care about customers should embrace this feedback as it allows them to really build a reputation and brand
Lynna says:
28 May 2009, 21:15
Customer service has always been important but it's something that most businesses can easily forget.
Your examples are great and thanks for the tips!
EH says:
28 May 2009, 21:06
From the marketing side, each time you interact with a customer that is a touch point and one you have controll over. Make the most of it. Converse with your customers, really listen to what is going on and if there is a problem fix it. You really can learn a lot about improving your business through listening to your customers. It also builds better relationships with them which typically result in repeat business.
From the consumer side, I know that if I ever receive excellent customer service, I usually rave about it to my friends. I become a marketer for them even though it's not my job.
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