Customer service isn’t a nice-to-have in today’s competitive market. It’s a necessity that directly impacts a brand, customer loyalty, and sales growth. We’ve all been in the situation where we’ve had to call a business for a technical issue, account question, or other matter requiring some resolution.

Even if you begin the call in a frustrated manner, the representative’s tone, willingness to help and empathy can instantly change your view and create a positive experience. The bottom line of customer service is simple; your clients won’t be doing business with you for long if you do not provide the support they need.

Did you know that 91 percent of unhappy customers will not willingly do business with you again 70 percent of the time? That is a huge negative impact on your sales. Further, customers are more likely to complain about a situation to their family and friends than share a positive experience. So you’re not only losing the business of your existing customers, you’re losing potential business from people in their network. Customer service is the only way your customers will interact directly with your business, so keeping them happy will keep your business profitable and your reputation positive.

Resolve a complaint in the customer’s favor and they will do business with you again 70 percent of the time. It costs more for a company to acquire new customers than it does to retain existing customers because of advertising costs, sales calls, and marketing activities. When a client has a positive experience with a company, the consumer feels that their business is important to the company and that he or she is not just another sale. The consumer knows that if he or she encounters another issue in the future that the company will work to resolve the issue professionally and efficiently in a positive manner.

Customers overwhelmingly show appreciation for great service with their wallets. Measuring customer service over time helps an organization deliver better service as the company grows and evolves.  An example of measuring customer service includes surveying your clients after an issue was resolved over the phone. Customer service is a leading indicator of repeat business and differentiates your organization from your competitors. If you’re selling similar products or services, your service will make you stand out and ensure your customers choose your business every time. Your customer service not only allows you to maintain your client base but is essential to attracting new business.