Why Customer Care Is Worth More Than Advertising

Well-executed advertising campaigns can be important in attracting new customers, but at the end of the day excellent customer care is the most vital ingredient for successfully conducting business.

Having a company with a strong advertising arm but poor customer care is like driving a $50,000 car with a $100 engine; it may look good from the outside, but once on the road your disappointment will be acute. It doesn’t matter how many customers your fancy ad campaign attracts if your customers become frustrated by poor customer care when they try to resolve product or service issues.

Effective print, online, and television ad campaigns, while helpful to brand awareness, can also be extremely costly. Not all businesses have the budgets to launch them; a less expensive, but just as valuable way to gain market share, can be achieved from simply improving your contact center services—for example, online chat and email communications. Training representatives is fairly low-cost, and the benefit is worth more than gold in the fact that you will be actively retaining customers by keeping them satisfied.

Improving your contact center services also has the potential benefit of attracting new customers, just as a costly ad campaign would. Having a good reputation for customer care generates a strong word-of-mouth presence, drawing prospective patrons toward you. Conversely, garnering a reputation as a company that fails to provide proper assistance to its customers can warn prospects away from your brand. If customers feel that they are being dealt with in an empathetic, attentive and intelligent manner, they are much more likely to stay where they are.

The bottom line is this: Spending money on improving and expanding contact center services will result in improved ROI for business, increasing customer retention and bolstering organizational reputability.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.