Two Ways Good Customer Service Pays Off for Marketing

In the digital era, good customer service can be one of the most important marketing tools you have. Best of all, it’s completely free. Here’s why it’s so important.


Online Reviews


Everyone goes about the product discovery process for new products and services a little bit differently in the digital space, but chances are that at some point in the process, most people are looking at what other customers have to say about their experience. People tend to leave online reviews only when they feel particularly passionate about something, and the pendulum can swing dramatically toward either the good or the bad.


For example, a hotel that goes above and beyond to help a customer with lost luggage will likely get a glowing five-star review. A hotel that acted completely indifferent and even failed to provide needed assistance will likely get a scathing one-star review. No matter what industry you’re in, you want to provide as many five-star experiences as possible, and if you can’t always do that, at least avoid one-star service. This will boost you above your competition and make you seem more reputable to prospective customers.




Whether through the use of incentives or other clever strategies to get referrals from existing clients, word-of-mouth is an excellent way to bring new clients or customers into the fold. In a sense, referrals are like the old-school version of online reviews. Hearing from another person that a product or service is worthwhile can make a huge difference. Online businesses have a lot of resources at hand as far as this is concerned, with referral links and promo codes making it easy to keep track of how many clients are sending their friends.


If you’re a brick-and-mortar operation, you still have options. If you aren’t restricted by industry laws or ethical standards that tightly control or outright ban referral incentives, you can simply tell your existing customers that they can refer a friend and get a credit or bonus of some kind. Rather than needing a specific link or code, the people your existing customers and clients refer can simply mention the name of the person who referred them. When you consistently provide good service to each person who’s referred to you, it can create a chain of new business streaming in. Some people may feel that it’s worth it to refer a friend or use a referral just for the discount, but if you knock their socks off with great service every time, they’ll keep coming back and will spread the word about how awesome it is to do business with you.


The digital era can make life feel impersonal, but that doesn’t mean that a lack of care is a new standard. In fact, that impersonal feeling can make the personal touches and connections all the more important to consumers. Don’t miss out on a natural marketing tool. Ensuring good service is a way of ensuring repeat business and excellent word of mouth.

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