Customer Support Proves an Investment for Good Business

The Morning Bulletin (Rockhampton, Australia), February 3, 2015 | Go to article overview

Customer Support Proves an Investment for Good Business


AS we head into 2015, it's always a good idea to review your assets and liabilities and assess whether you have gained over the previous year.

For business owners, one of your most valuable assets (and probably the hardest one to measure) is your customers.

Without customers, you don't have a business and with dissatisfied or reluctant customers, your business will struggle - unless you are Telstra or Ergon.

So I thought it would be a useful exercise to review the keys to maximising your customer value to help you have a better 2015.

1. Remember, your team will deliver customer service. Unless you are a one-man band, you will be relying on other people to deliver the standard of service you want for your business. While you have a vested interest in making sure your customers are well looked after, your team is not necessarily similarly committed. Therefore you need to make sure that you hire the right people, you train the right people and you reward the right people.

2. Customer support is not an expense. Customer support in any context is going to cost your business, so it is easy to think of support in terms of dollars spent and the natural reaction to that is to be efficient at the lowest cost. The risk is that the customer support provided suffers and you defeat the purpose of customer support in the first place. …

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