Customer Support Is Everyone’s Business

I was reading a Los Angeles Times article today on how difficult it can be to find customer support numbers on Web pages.

This has always been a sore spot for me; a sense of major frustration. Why do so many companies (including ones I have worked for to remain nameless) try to bury contact numbers.

While I understand that each contact a customer has with a company costs money, is that not part of the relationship you build with your customer? Whether a tube of toothpaste or a private jet, companies try to build brand loyalty.

What better way to screw that up than punt on enabling the customer to contact you, in a manner they feel most comfortable. Forcing a customer to web-only interactions, because they cost the company less, does not provide a reasonable alternative. You need to meet the customer where they want to be met.

Customer service is inherently expected in a purchase (if needed). We are a service based economy, and just because it is hard to tie support costs back to repurchase rates, it does not mean a) we should not try, and b) we should not make it easy for customers to speak with us.

Marketing should look at new ways to measure customer loyalty through support contacts. No, not in the cheesy ‘do you want fries with that’ pitch that many companies employ to try and turn their support calls into revenue generating opportunities. Yes, in the manner that you are building your brand, supporting you customers, and helping customers understand that you stand behind your products/services.

If you invest, it will return in spades- through brand reputation, re-purchase intent, re-purchase rates, and word of mouth marketing.