News: Customer Service/Care
Failing to provide good customer service 'is commercially suicidal'
13 March 2009
A high level of customer service is essential and failing to prioritise this is "commercially suicidal", an expert asserts.
Jason Nash, dynamics CRM product manager at Microsoft Business Solutions, tells MyCustomer.com that companies are increasingly prioritising consumer retention and investing money in this, potentially in training.
Highlighting the additional importance given to this by people's increasing use of technology, he says criticism can now reach a far greater audience.
"An unhappy customer can set up a Facebook group to spread the word; they can post on websites set up to criticise the utility company; they can post their complaints to the world via a blog," he asserts.
However, Mr Nash claims this can cut both ways and positive impressions are also likely to be circulated to a larger number of people.
In other news, Girisha Chandraraj, vice president of marketing for BroderBros, recently told Sales and Marketing that customer service is the factor which can differentiate competitors.
