News: Customer Service/Care
Customer service 'can lead to word-of-mouth benefits'
11 March 2009
Sales training must emphasise the importance of customer service if the full advantage of word-of-mouth marketing is to be realised, an expert asserts.
Kelly McCormick, author of Outsell Yourself: How To Sell Without Selling, tells Sales and Marketing that failing to make the most of past positive buying experiences could cost businesses their competitive edge.
She asserts that women are natural born networkers and good at passing on information to their circles of contacts, giving these testimonials weight.
"A woman will often pass on information about your goods and services - she'll even include your name and contact details. A woman's word-of-mouth endorsement is like money in the bank," she tells the news provider.
Ms McCormick says recent research shows 84 per cent of businesses acknowledge the importance of customer experiences in affecting future sales.
Girisha Chandraraj, vice president of marketing for BroderBros, recently told the source that customer service is becoming increasingly important for helping to differentiate between companies.
