How customer service makes a difference?

The forces of the specter of Europe during the late 19th century piled their collective will against the asserted power of faceless capitalism. The movement failed not because Communism is flawed, but because Capitalism reformed its ways in a truly Zizekian Modest Demand. As we enter the twenty-first century, one thing will remain true - business is increasingly about people. This is because without people to buy a product, it will be impossible to sell anything.

Customer service has a certain paradox about it. Unlike advertisements and product quality, it does not play a direct role on the level of demand for a product. Its effect is more synergistic. For those of you out there who still doubt the important role of customer service, I offer the following analysis. Some of the most important factors in decision making are the ones that have synergistic effects and not direct ones. Today's political scene is a perfect example of this. No one cares about the merits of the Bush doctrine in a multi polar world dominated by non-sovereign ideological forces. But when that manifests itself into a losing war in Iraq, an entire political party can lose its three decade choke on power in Washington - solely through synergistic effects. So, to understand how customer service affects business, it is critical to look not at direct impacts, but at synergistic effects.

The first and most important effect that customer service has is perception and branding potential. People don't let strangers into their households, so a faceless and ominous brand will have no place as a household name. A courteous behavior to all customers had been critical to the success story of every business, from Microsoft to Wal-Mart. But this first effect should not overshadow others, deeper rooted in our effectual analysis. Customer service lends credibility and expertise to those in your company that would otherwise be perceived by the general public as less intelligent. For example, anyone working the floors or the phone will be perceived in many cases as someone, who just presses the buttons, helps people find isle 7. But they can, and should, play a much larger role.

A friendly, human face can be achieved for the entire company through effective customer service. And when that face is achieved, all of your employees are perceived as competent in their area of expertise. Therefore, their opinion of your product as the best becomes a sincere opinion instead of a sales pitch. Beyond these benefits, customer service improves company morale and efficiency. A happy company is a healthy company, and a healthy company has a positive work life. Where customer service is a strong, positive process, so too is everyone who comes into contact with customers or someone in the company who works with customers - which is everyone. When an employee feels like they are helping people and making a living, they feel more fulfilled and thus more loyal to the company.

Finally not the least, customer service has a huge role in the development of brand loyalty. Few people realize that brand loyalty is a very complex instance to create. It requires an emotional tie to a product, while simultaneously maintaining a logical reason for choosing to use that product. Customer service has the ability to pre-empt the inevitable loss in brand faith that occurs when a customer becomes dissatisfied or receives a faulty product. This sort of protection is critically important for any company to have because things will never go smoothly otherwise.

Just as capitalism reformed to become more people-oriented in order to prevent the inevitable collapse of the system into communism, businesses must focus on customers or be faced with a cynical and unhappy demography.

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