Why Focus On Customer Service As Much As Sales?


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The sales department is always considered as the breadwinner for the company and it always remains the focal point in business operations. Sales executive does a lot of hard work to generate leads and convert them into customers. The sales team helps the organization to generate revenue and keep investing in different business processes and customer service is one such process that decides the fate of the company. But it has often been seen that once the sale is made, the customer is left unattended. In case of any grievance, the customer is left with the only option to contact the customer care department and if his complaint is not resolved, things take a bad turn.

This is one of the reasons reputed organizations pay utmost care in improving their customer service. A large sum of revenue is invested in overhauling customer service. This is because customer service is as important as sales. After all, post-sales customer care determines whether the customer will return or not. As per business analysts and strategists, any company which emphasizes on retaining customers is the one that achieves success and stays in the business for a long time. The general rule of thumb is that even if the company makes reasonable sales but fails to retain its customers, it is not going to succeed. It’s similar to filling water in broken glass, the glass never gets full despite pouring in water continuously.

Why An Unhappy Customer Is So Damaging?

Ignoring a customer often cost businesses financially. If a customer is unhappy, he/she will not wait because of the availability of so many other options. This is the reason an unhappy customer becomes an opportunity for your competitors. For a business that let the customer go, is the sheer wastage of money, marketing efforts and hard work invested in bringing him in. As per studies, a loyal customer is worth up to 10 times because of the purchase he will make in the near future. So losing a customer is like losing 90 percent of the future sales the business could have earned from him.

Why Unhappy Customer Can Damage Business Badly?

It’s a fact that most happy customers don’t take much time out of their busy schedule to give good feedback to the company but when they have to shop, they purchase from the same old company. But an unhappy customer is just the opposite of the happier one and more damaging especially with the presence of so many social media platforms and customer grievance portals. An unhappy customer wants his voice to be heard and he makes use of technology to reach out to the masses. This could potentially damage the reputation of the company as well as lower down the sales.
For a company, it is important to pay attention to customer service because bad testimonials travel faster than good feedbacks. No matter how much money is invested in creating compelling marketing campaigns, no matter how much money is invested in developing new infrastructure to lure in a new customer, everything is in vain if the company is not able to retain existing customers.

Haris Saeed
An experienced professional with more than 9 years of working experience and a performance leader in internet technologies, including -Web Research, Analysis and Architecture Search Engine Optimization.


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