Guiding with Empathy: The Role of Customer Service in Revenue Generation and Brand Perception

When you think about the role of customer service in a business, what comes to mind? Maybe your response was something like "they keep customers happy" or perhaps, "they help solve customer problems."

If so, I’d argue the purpose of customer service extends far beyond those answers. Because at Archer ATR Business Solutions we believe great customer service plays a pivotal role in maintaining a strong relationship with your existing customer base, thereby keeping the revenue flowing in.

Just as a parent guides a child with patience and understanding, a company's customer service team serves as a compass for customers. They are the human touchpoint of your brand, the ones who directly interact with your customers, solve their problems, and shape their perception of your organization.

FIrst, lets take a look at the Power of Guidance in Digital Marketing

When it comes to finding success with your digital marketing campaigns, it’s easy to underestimate the long-term impact and staying power of a message built on guidance. However, when you examine great marketing campaigns, they extended beyond merely resolving a customer's immediate issue. They find ways of educating the consumer, and help them comprehend why your products or services not only outshine those of your competitors.

Take for example the campaigns for Apple’s Genius bars. Consumers were interested in Apples line of products, and they needed support learning how to use them today, and the comfort of knowing there was a place for support tomorrow. Yes the concept was strong, but the promotion focused on solving problems and providing guidance, creating a positive lasting impact on their retail locations.

Interestingly, some consumers may not even realize they have a problem until your marketing makes them aware of it. This awareness, coupled with the right guidance, can empower a consumer to make informed decisions. When they feel educated and informed, they are more likely to trust your brand, transform into loyal customers, and even advocate for your products and services to others.

So what does this tell us, and why does it matter to customer service? A customer who understands how to use your product to its full potential is more likely to extract maximum value from it, leading to higher customer satisfaction. Conversely, a customer who grapples with understanding your product may become frustrated, leading to a negative perception of your brand.

Customer Service: A Key Revenue Driver

While customer service is often seen as a cost center, it's essential to recognize its potential as a revenue driver. A well-guided customer is more likely to make repeat purchases, upgrade or add on services, and recommend your brand to others.

According to a customer service study by American Express, customers are willing to spend 17% more with companies that deliver excellent customer service. And according to this article on Forbes focused on nurturing existing clients, a report by Bain & Company found that a 5% increase in customer retention can increase a company's profitability by 25% to 95%.

Given those numbers, it’s hard not to see the value great customer service plays in impacting a companies bottom. Yet time and time again, customer service is downsized, neglected, understaffed and undertrained. If your digital ad campaigns are driving awareness but your company has a reputation of bad customer service, maybe your competitors offering starts to a look a little bit better?

Your Team: The Face of Your Brand

When it comes to funneling sales into your operation, we can’t overlook the importance of reputation. Your customer service team is the direct representation of your brands reputation and ability to deliver. They are the ones who interact with your customers, hear their concerns, and provide solutions. Their approach, tone, and ability to guide customers effectively can significantly influence how your organization is perceived.

Just as parents are role models for their children, your customer service team should embody your brand values and mission. They should be trained not only in product knowledge and problem-solving skills but also in empathy, patience, and active listening. Most importantly, they should be looked at as a valuable asset to your business, and key to creating an exceptional customer experience.

Yes, sales and your sales team are important. But a customer who feels respected, support, and happy, becomes an advocate. They drive referrals, create new sales, and champion your product, all while paying you for a product or service.

The Motherly/Fatherly Approach to Customer Service

In the end, adopting a motherly or fatherly approach to customer service—providing guidance, education, and support—can significantly enhance your brand perception, customer satisfaction, and ultimately, your bottom line.

Just as parents guide their children with love and patience, businesses should guide their customers with empathy and understanding. After all, everyone appreciates a helping hand, especially when navigating what could be a complex to them, set of products and services.

So, how well-guided would you say your customers are? If you'd like to strengthen your customer service approach, let's talk about it. Schedule a free consultation with our team and we’ll discuss ways to help you optimize your digital marketing strategies and enhance your customer service experience.