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2.The timeless value of customer service

Customer service was, is, and will always be one of the most important factors in obtaining and retaining customers.
It is no coincidence that businesses that have consistently offered a pleasant customer service experience have
always stood out.

Today, however, it is much more complex than in the past, as businesses have to consider physical, digital and social
channels of communication with their customers. It is not enough to invest in attractive websites, physical stores
with pleasant aesthetics, wide varieties of products and an active presence on social media, brands that really want
to differentiate themselves must not just engage, but invest in customer service.

After all, although one would expect that the most important element in forming a consumer's impression is only the
quality of the product or service, most people form their nal opinion of a brand mainly from the experience with
customer service. This shows that offering a comfortable and ef cient service is the key to acquiring and retaining
them. If this is done right, it can create a truly sustainable competitive advantage.
Word-of-mouth and community

One thing that has remained a constant in this new digital world is the value of word-of-mouth. Word of mouth is still
the most effective form of marketing. Thus, creating a community atmosphere can be effective in both retaining
existing customers and introducing new ones.
Studies show that the most successful brands have rmly established themselves in the minds of consumers. The
feeling that they are interacting with something familiar can enhance customer satisfaction with any type of
communication they receive and the service they enjoy.

Customer Service problem management
How a company addresses and solves customer problems affects how they perceive that brand. In fact, 1 in 3
consumers stated that their loyalty to the brand is affected by this. Offering excellent customer service is the most
important factor in building a relationship of trust between consumers and a brand. It is imperative that a company
can meet the expectations of customers in addition to what it claims to be able to offer. Otherwise, both the
credibility of the company and the trust of its customers will be affected.
If the service experience is not satisfactory, chances are that a customer will not return to the brand for their
purchases for a long time. However, if a brand can be trusted to deliver the product or service correctly, deliver the
quality it promises and resolve potential issues, then it is more likely that they will return again and again.

· 76% of consumers form an opinion about a brand mainly from their experience with customer service. (Dimensional
Research)

· 1 in 4 consumers have stopped buying a brand's products or services because of a bad experience they had with
their customer service. (PwC)

· 82% of customers expect a company's customer service representatives to know who they are, what they've bought
and have information about their past transactions when they start a conversation. (Dimensional Research)

· 79% of consumers trust online reviews as much as recommendations from their friends. (BrightLocal)