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The Importance of Customer Support

Employees working in a call center

Most businesses have a customer service/support team, and these individuals play an essential role in the company. Let’s take a look at the reasons that customer support is important:


  1. Repeat Business – A business that has an excellent customer support team is more likely to retain business or gain repeat business from customers – therefore the company will benefit by greater sales and profits. When you take the time out to answer the questions of your customers, help them figure out how the product works, and effectively take care of any of their issues, it really shows that you truly care about them. If the customer support team doesn’t have a good attitude or have great knowledge over their product or service, customers may be lost – which then loses the company money.


  1. Provides Substance – Customer support is intended to strengthen the relationship between the business and its customers. The substance to great service is being extremely knowledgeable about the product or service that the company provides – whether it is answering any question that the customer may have or helping the customer implement the product. Of course, a friendly and helpful attitude goes a long way.



  1. Publicity – If a customer has an interaction with a company’s customer support team whether it is a negative experience or a great experience, it is likely they will share it with multiple people. It has been found that positive interactions are reported at less of a rate than bad interactions. Try to ensure that your customer support team is providing a positive experience, perhaps by offering a survey for the customer before they get off the phone. This will help provide any necessary feedback that you need in real time. If you can stay on top of how your customers are feeling about the service they have received you can nip any problems if there are any, in the bud quickly.


  1. Great for Marketing Just from a business standpoint, having great customer support is a great marketing angle. You are able to market it in any advertisements and on your website, which is sure to bring you in more potential customers. People like to know a business will take care of them and make the extra effort and a lot of people look for reviews or other indications that the business is good. If you have satisfied customers that are willing to leave a review or testimonial for you to use in your advertisements, that will be helpful from a marketing standpoint.


A lot of times a customer’s first impression of a company is from their customer service/support team. They may be the face of your company if you have a brick and mortar business, or they may be the voice of your company if you have more of an online business – so having a great team is important to providing a great experience for your customer’s.