Acquiring a Customer is Tough, Retaining Him is Tougher


Share on LinkedIn

Customer service starts the time you acquire customers

We cannot deny that promotion or marketing plays an important role in the acquisition of new customers. However, your marketing strategies hardly contribute anything when it comes to the retention of a customer. This is the reason customer service is something without which an organization cannot function. In today’s scenario, customer support includes a complete series of processes designed for improving the satisfaction level of a customer. However, you cannot talk to every customer individually to find out whether he is happy with your service or not.

The significance of customer care changes according to the industry in which a company operates. Obviously, it is not a one fit all sizes when it comes to taking care of customers. Not only is a customer able to express his opinions freely to a service representative, but is also happy with the feeling that he is being cared for.

Although customer support is never a direct contributor to the revenue or income of an enterprise, it plays a crucial role in the sales process of an organization. Considering that aspect, customer service is always expected to remain an important part of the approach that is adopted by a company for systematic improvement of services. At the end of the day, service experience is something that can change the perception of your customer.

Customer care services are not limited to providing a feasible solution to the queries of customers. It is a complete set of services designed to plan, install, train, troubleshoot, upgrade and maintain a product. Since customer support is always the first point of direct contact between a customer and the service provider, the capabilities of service representatives play an important role in building the brand image of a company.

Your customers need unconditional care

The customer service is definitely the foundation of the edifice of an enterprise. Your products are perfect and the mode of service delivery, outstanding, but your customers would never come back to you unless you give them enough reasons to do so. Moreover, you cannot run your business profitably if you are not able to convert the existing customers into repeat customers.

The biggest challenge faced by the customer support unit of a company is relationship building. After converting a prospect into a customer, an organization needs to focus completely on the longevity of the relationship. In this manner, a win-win situation is created both for the customers as well as the organization. While a business gains in terms of revenue, a customer is happy because he does not need to wait if he has a problem. He is provided with an immediate solution in the majority of cases. Whatever may be the situation, businesses across the world have realized that it is not easy to achieve efficient customer service. Not only do you need time to establish yourself, but also need investment for the delivery of quality services on a consistent basis. This is one of the primary reasons why outsourced call centers are flourishing across the globe.

Easy-to-do, everyday tasks that ensure perfect customer support

• Phone answering –

Whenever you talk to someone, you expect a response from the other end. The same holds good for a customer who is waiting for you to receive his call. Always remember that you are not so close to your customer that he would call you up to chat like friends. He has definitely called up because he is facing a problem or needs some information. Therefore, the first thing you need to ensure is that the problem of every customer is addressed in a manner he wants.

• Empty promises do not work: Customers expect results –

As a service provider, you need to make sure that you fulfil the promise that you have made to a customer. This implies that you have to deliver both in terms of quality as well as quantity. Not only do you need to stick to your service standards, but also ensure that the work is done on time. Always remember that one broken promise is reason enough to annoy a customer.

• Behavioral skills –

The customer service representatives employed by you need to be active both in terms of listening as well as communication. After all, how would you feel when you come to know that the person you are talking to is not paying attention to what you are saying? In addition, it is human tendency to refrain from hearing complaints. However, giving an ear to a customer’s complaint is definitely something that you must do without fail.

Logically speaking, customers are the only ones for whom a service is meant. They would not even look to you if you are unable to meet their expectations. In addition, the availability of so many service providers in every domain has reinforced their confidence. Therefore, the smallest mistake committed by a service provider can give your customer all reasons to make a switch at any time.

Alicia Gray
Alicia Gray is an BPO and outsourcing industry analyst, and writes about technology. Currently working with one of the business process outsourcing (BPO) services provider. My role has been instrumental in assisting businesses to choose the right BPO Services.


  1. Customers are your lifeblood. You do not just let them come to you. You make sure that you provide enough customer service so that they will stick with you.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here