“Make a customer, not a sale.”
– Katherine Barchetti
With so many marketing options available, how do we determine the best investment for our business? The answer lies in a strategy that transcends industry lines and works for everyone: superior customer service.
You might be wondering: How is customer service a form of marketing? The truth is, every interaction we have with our customers sends a message about how much we value them, how well we understand their needs, and how dedicated we are to meeting those needs. And isn’t that the essence of marketing?
We’ve all heard the saying, “It costs less to keep a customer than to acquire a new one.” This principle holds true for any business. Given this, why not focus more on customer service and retention?
This month, I experienced both the best and the worst of customer service—two companies, two starkly different approaches. One left me frustrated and determined to switch providers, while the other earned my loyalty for life. Let’s start with the cautionary tale.
The Frustrating Experience: AT&T Wireless
I lost my phone and called AT&T Wireless to suspend the line. They failed to inform me that callers would hear a disconnected message and be unable to leave voicemails—information that would have been helpful. When I inquired about my options for replacing the phone (despite six years of loyal service and no phone upgrades) their offer was underwhelming. The representative mentioned I had 38 days left on my contract, prompting me to explore alternatives.
I decided to port my number to Sprint. Restarting my service to enable the transfer was a nightmare. I encountered endless voicemail loops and was treated as if my account were delinquent, even though I owed nothing. It took three days and numerous calls to finally reach someone who admitted their system automatically flags suspended accounts as delinquent. His response to my frustration? “Whatever.”
Only when I initiated the porting process did they suddenly offer attractive deals. But by then, my decision was made. To make matters worse, I was later charged an early termination fee, despite my willingness to pay for the final month. Rest assured, I won’t return as a customer, and I won’t be recommending AT&T Wireless.
The Exceptional Experience: Plantronics
In stark contrast, my dealings with Plantronics were a model of excellent customer service. I purchased a headset from them 14 years ago. A few years back, I had a minor issue, and they rebuilt it for a modest fee. It worked flawlessly until recently.
When I called to inquire about a replacement, the representative took the time to troubleshoot the issue. Instead of pushing a sale, he guided me through a quick fix, free of charge. He even provided a discounted replacement link if the fix didn’t work. But it did, saving me money and downtime. Plantronics gained a loyal customer for life, and I frequently recommend their products to others.
The Takeaway: Customer Service as Your Best Marketing Tool
What struck me is that Plantronics has likely earned far less revenue from me than AT&T Wireless. Yet, they’ve made me feel valued at every interaction, even as a small account. Over the years, they’ve probably gained new customers from my referrals.
That’s how we should all want our customers to feel—valued and well-served, regardless of the size of their purchase. By doing so, we build a strong reputation and generate powerful word-of-mouth marketing. It’s a win-win: happy customers, business growth, and new opportunities.
The Bottom Line
Yes, having a proactive marketing plan is essential. But don’t overlook the importance of superior customer service as a core marketing strategy. Your business’s success depends on it.
Here’s to building great relationships!