It's true that offering only the bare minimum of customer service is likely to increase profits in the short term. You could get away with
doing the bare minimum, and, as long as you cover the basics, you won't
have too many disgruntled customers complaining about your company.
However, it's also likely that the customers who are forced to deal
with that subpar customer service will probably not return to buy
more from your business. They also won't be recommending you to their
friends anytime soon.
Contrast
that with a situation where they received a hugely positive impression of
your customer service - maybe you went above and beyond their
expectations, taking every step necessary to guarantee their
satisfaction. In that situation they're definitely more likely to
become return customers, coming back to buy more from you, time and
time again. Most likely they'll also recommend your company to
everyone who'll listen, and, in the end, you may receive a handful
of loyal customers just from one perfectly-handled customer service
situation.
As
you can see, offering great customer service is likely to lead to increased
profits over the long term, even if it costs a bit more upfront (and
requires a bit more effort to pinpoint what works and what doesn't).
This is a tradeoff that most businesses should be more than willing
to make. What good does it do to make a few extra bucks today if
your business isn't going to be here tomorrow?
The
sad thing is: many businesses fail to consider this, and, as customers,
we're often forced to deal with poor customer service from a variety
of companies. The main offenders are usually large corporations who
care more about next quarter's profits than their customers, but even
some smaller companies fall victim to this mentality. Don't be one of
them!
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