The Not-So-Secret Ingredient to Customer Commitment

When you think of a marketing initiative, what are some of the first ideas that come to mind? Maybe an online campaign, a new and exciting ad, or, perhaps, a brand new product design. But what about that one thing that has the ability to “make or break” the consumer’s commitment? That one thing is good old customer service!

What exactly is customer service anyway? I would hope that most businessmen and women know, but let’s recap. Giving the customer exactly what they want is part of it, but that definitely does not make up the whole package. You must strive to make your customer feel like a million bucks! Customer service is providing each customer with an outstanding and unforgettable experience each and every time they participate in a given service, or purchase a product. The key word here? Experience. Think, what is it that you, as a company, would want your clients or customers to experience whenever they deal with your representatives.

So now that you know what customer service is, what does it have to do with marketing? Well, think about it. The ultimate goal is to sell your product or service. Is it easier to sell to a happy customer or to an angry customer? I don’t know about you, but I have never heard of a corporation that strives to irritate their buyers. Furthermore, customer service can positively or negatively add to a company’s public image. Thus, customer service is a major component to drawing consumers in and, well, keeping them there. Let’s take a look at a few companies that have made customer service a major part of their marketing initiatives.

1. TD Canada Trust

The first thing I think of when I think of TDCT is customer service. This organization has been recognized by J.D. Power and Associates 6 years in a row for their customer service. As an employee for TD, I have learned very quickly that customer satisfaction is integrated in everything we do. From the way we greet our customers to walking them out the door when they leave a branch. For example, TD has recently opened their branches on Sundays. Why? Customer convenience—one of TD’s major strategies to having a happy and committed customer.

2. Apple

A company doesn’t have to provide a service to give great customer service. The sale of a product and customer service should go hand-in-hand. Apple has done a pretty good job of combining both within its locations. Think about how many people swear by Apple’s products? Do you think those people would be as committed to the company if every time they dealt with a sales representative they were treated horribly? I didn’t think so either. An article from Computerworld.com outlines that “[Apple’s] focus on product innovation and customer service has won it a cadre of famously loyal customers, unlike any other PC vendor”.

3. Starbucks

I’m suggesting Starbucks out of pure personal experience. Every single time I go to get my Grande Non-Fat White Chocolate Mocha the employees ask me about my day, compliment me on my outfit or find a way to strike up a friendly conversation regardless of how busy it is. This is not just at one location, this has been at several different Starbucks locations in the GTA (Trust me, I’ve been to quite a few!). This is proof that a customer service initiative is something so small but makes all the difference. Going to Starbucks to get my favourite latte is always an enjoyable experience because the employees make me feel welcome. Starbucks has captured the combination of a great tasting product and an enjoyable customer experience to grow their loyal base of consumers and maintain a positive public image.

Clearly, customer service is something that cannot be “brushed-off”. It is a major aspect involved in developing a company’s brand. A customer service package or plan is something that should be integrated at the very heart of a corporation so that it is instilled in their employees and exemplified in their product or service. I feel that customer service is something that is over-looked as a major aspect of a marketing plan. Of course it is vital to advertise the actual product or service itself, but a major competitive advantage to get your company ahead of the game is to pair that great product or service with an amazing customer experience.

About the Writer: Samantha Consiglio

Proudly entering my 2^nd year at Schulich and currently working for TD Canada Trust as Customer Service Representative. My inspiration for this post came from my training with TDCT!