Customer service is an integral part of marketing, influencing the way both customers and potential prospects view and judge a company's product or service.
- Customer service, either in the form of training, complaint resolution or product repair, is an important marketing tool used to differentiate a company from its competitors. Companies often use positive customer testimonials and case studies to demonstrate the successful implementation or superior quality of their products and services.
- Writing a product brochure due to customer demand, organizing a customer appreciation event or developing a website tailored to loyal customers are a few of the ways customer service directs a company's marketing strategy.
- If a company provides excellent service and ensures customer satisfaction, marketing can use customer praise to generate positive media coverage or attract new customers to increase company sales.
- A 2009 Cone Consumer New Media study stated that 89 percent of customers believe companies should be interacting with customers on websites such as Twitter and Facebook. As a result, many marketing departments manage their company's presence on these sites to increase brand awareness and collect valuable customer service feedback.
- Philip Kotler and Gary Armstrong, authors of "Principles of Marketing," state that it costs a business five times as much to attract a new customer than it does to retain an existing customer.
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