Customer Service as a Marketing Strategy

Watch this week’s Duct Tape and Popsicle Sticks episode “Customer Service as a Marketing Strategy”

I have 2 recent stories about customer service, one good and one not so good…and how those stories relate to marketing. A little over a month ago, I took my car in for scheduled service; a service that the car company calls the “D Level” service. It’s supposed to go through every aspect of your car and it’s not cheap. When I went in, I told them some specific things I was hearing/feeling in the car. I suppose they didn’t believe me or didn’t want to be bothered because they ignored my complaint. This led to us being stuck on the side of a highway with a flat tire that could have been avoided. Terrible customer service. I may not ever buy from that dealership again. However, when we were on the side of the road, the State Farm highway assistance vehicle showed up out of nowhere and helped us. We were on our way in minutes. Can you imagine how we felt about State Farm at that moment? In addition, what a fabulous marketing tactic…simply providing an amazing service at the time someone needs it. We will likely become State Farm customers.

My experience reminded me that, often times, customer service can be one of the best marketing tools you will ever have. Regardless of your marketing tactics, most of your business is going to come through referral, no matter what business you are in. Google reviews and social proof are vital to your business. And a positive experience creates loyal, happy customers. There’s no amount of marketing or PR you could buy to equal positive and active word of mouth.

In a nutshell, here are some of the things that amazing customer service will do for your business:

  • Create repeat business
  • Create an “unfair” advantage over your competitors
  • Create trust
  • Create branding
  • Create word of mouth
  • Enhance and support all your other marketing efforts

Don’t get me wrong, you still need to be found on the internet and communicate clearly with your target audience. But please don’t forget that you need to thrill your customers.

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