No one will argue with the fact that
providing good customer service is important. But small businesses are often
especially challenged when it comes to balancing all the demands on their time
with limited resources. When deciding where to invest, SMB owners need to
beware that as good as their product is, a poor customer service experience can
leave customers flat. Just ask this year's Dreamforce attendees.
At Dreamforce this year, Freshdesk
conducted an on-site survey focused on customer support experiences in a number
of industries. The survey, completed by more than 350 marketing, IT, and
customer support professionals, revealed some surprising results. Three out of four
professionals, for example, said they have personally cut ties with a company
due to poor customer service. On the other hand, survey findings showed that
happy encounters with an organization's customer support heroes can change
consumers' impressions of a company's brand for the better. The results are
clear: The quality of a company's customer service has a tangible business
impact, for better and for worse.
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