News: Customer Service/Care
Customer service 'keeps consumers loyal'
17 March 2009
Customer service is one of the key methods of sustaining interest in a business' output, an expert asserts.
Eric Groves, senior vice president of global marketing development at Constant Contact, claims those companies which invest in this area can generate higher profit margins.
He suggests that the most cost-effective acquisition channel which firms can explore is word-of-mouth.
"These prospects come to you at no marketing cost and they convert better because your customer has put their reputation on the line for your business," he states.
Mr Groves says that good customer service translates into improved profit margins for the majority of organisations, because it feeds into word-of-mouth referrals.
This situation results in a win-win situation for the company, he asserts.
Lisa Berman, director of new business development at CGSM, recently told Sales and Marketing that organisations should examine cross-selling opportunities.
In addition, she advised looking at existing clients to discover further sales opportunities, as this can improve performance.
