As a small or medium sized business, it’s easy to fall into the customer experience complacency trap. Maybe you think you’re never going to be able to give your customers Amazon-level customer service, so why spend the money to even try? If you’re asking yourself that question, you should probably ask yourself one more: do you still want to be around in five years?
For better or worse, the Amazons of the world have permanently reset everyone’s expectations for good customer experience. Just a few years ago customers may have resigned themselves to a subpar customer service, but those days are quickly becoming a thing of the past. Even industries which once thought they were immune to competition and historically provided terrible customer service simply because there was no incentive to do better are feeling the pinch. Just take a look at the once impenetrable mainstay of customer disservice: cable companies: now even they are scrambling to prove themselves worthy of your patronage by promising a better experience.
Customer service is not an all or nothing proposition. Maybe you don’t need to provide the same level of service that Apple or Amazon does, but you can’t afford not to care about the customer experience. And with the advent of cloud technology, there’s really no excuse. All the features and functionality once available only to large companies are available in the cloud, easily packaged for your needs and made available as a budget-friendly monthly operational expense. If you still need convincing, just look at the numbers:
In short, if you don’t make customer service a priority, you’ll have fewer and fewer customers to serve. So, do yourself a favor, and invest in your customer experience… and your future.
iThe Cost of Crappy Customer Experiences. Thunderhead/Populus, 2015.
ii2015 Global State of Multichannel Customer Services Report. Microsoft, 2015.
iii2014 Global Customer Service Barometer. American Express, 2014.