Introduction
In an era where businesses tirelessly chase the latest technological advancements and innovative strategies, there lies an undervalued commodity often pushed to the sidelines - customer support. Adam Smith, widely regarded as the father of economics, suggested that the most fundamental commodity is not gold, rice, coal or sheep, but a person's ability to work and create value. Applying Smith's insight to the current business environment, it becomes apparent that customer support is not merely a service function but a core commodity that precedes even the most tangible products and services.
The Modern Dilemma in Customer Support
In recent years, a worrying trend has emerged in the business world. Many companies, in a bid to cut costs or streamline operations, have shifted their customer support to AI, automated systems or outsourced it to regions with lower labor costs. This strategy, though financially appealing, often results in a degradation of service quality. Communication barriers due to lack of the English language, accent issues, and a lack of deep product knowledge are just the tip of the iceberg. These problems don't just frustrate customers; they erode the trust and loyalty that businesses spend years building. Even businesses like Google 'sin' in this area and cause deep frustration amongst its business clients.
A Tale of Two Failing Approaches
On the one end, we see companies outsourcing their customer service, resulting in the aforementioned issues. And sure, Google is a giant, but that is one of the reasons it will have a great fall. On the other, businesses that maintain in-house customer support teams often fail to recognize the role as a valuable commodity. When hiring for the position, business owners or team leaders often underestimate the significance of quality in the role. This attitude can lead to a workforce that views their roles as merely transactional, lacking the enthusiasm and commitment that truly exceptional customer support requires. In addition, hiring the wrong type of employee for this role will lead to customer reps that believe the role is 'below' them, and are appalled by their job.
The Difference Quality Support Can Make: A Case Study:
Let's consider the case of Zappos, the online shoe and clothing retailer renowned for its customer service. Zappos doesn’t just offer support; it excels in it. One famous incident involves a customer service representative who stayed on the phone with a customer for nearly 11 hours, a testament to their commitment to going above and beyond. This record was not even all that surprising being that it barely broke a previous record of another Zappos support call that went over 9 hours. Zappos’ customer service has not only won them a loyal customer base but has also become a key differentiator in a competitive market. The Zappos model shows that when support is prioritized and perfected, it can transform customer satisfaction and drive business success. This does not mean you should spend hours on calls with each of your customers, but its to emphasize how important placing customer support in the forefront of the business can be. In 2009, Amazon bought Zappos for $1.2 Billion.
The Exceptional Case of Native Support: A Personal Experience
A recent personal experience of mine underscored this point. I needed to close an account with a bank and braced for a tedious process. To my surprise, the support representative – a native English speaker – was not just helpful but genuinely caring. Her enthusiasm and eagerness to assist, even when the service required was to close an account, were remarkable. It was a stark reminder of how rare and valuable such quality support has become.
The Business Case for Quality Support
Businesses, whether startups or large corporations, need to re-evaluate how they view customer support. It's not a cost to be minimized but a significant commodity that can differentiate a company. My own consumer behavior echoes this sentiment - I, like many others, have often chosen companies with superior customer support over those offering a better product. This is because I, as so many others know, that there are no perfect products, and when sh#t hits the fan I want to know I will receive proper assistance. Not only that, but a company with a mindset of having great service will probably outperform and outgrow thri competitors in the future. It's a testament to the belief that excellent service is a predictor of a company's commitment to continually improving and standing by their product.
The Forward-Thinking Strategy
Adopting a long-term, 'infinite' mindset, as advocated by thinkers like Simon Sinek, involves recognizing the far-reaching impact of customer support. It's about seeing each interaction as an opportunity to build a relationship, rather than a problem to be hastily solved. This mindset encourages businesses to invest in training, empowering, and valuing their support staff, aligning with the principle that every employee holds the potential to add significant value, if not why hire them.
Conclusion
The current landscape of customer support in many businesses presents a stark contrast to the potential it holds. Recognizing and harnessing this truly important commodity is not just about improving a business function; it's about reshaping the very foundation of how a business interacts with its most important stakeholder - the customer. As we move forward, it's the companies that comprehend and actualize the true value of customer support that will lead, fostering not only growth but also a legacy of customer loyalty and trust.
