It's the Systems Not The People

And Why Customer Service Deserves As Much Attention As Marketing

In today's competitive market, many companies invest heavily in marketing to attract new customers, often at the expense of the very functions that ensure those customers remain satisfied and loyal. My recent experience with a well-known company highlights a critical issue that many businesses overlook: the importance of having robust systems and processes in place for customer service that matches, if not exceeds, the efforts of your marketing team.

The Marketing Mirage

This particular company does an excellent job with its marketing efforts. I receive 3-5 emails daily, each one pushing the latest promotions, deals, and tips. It's clear they've invested heavily in getting their message out there, and at first glance, it seems like a company that's got everything figured out.

But then the cracks started to show.

The Customer Service Crisis

When it came time to getting furniture delivered, I encountered an issue with a routine process that should have been straightforward. Despite half a dozen emails and four phone calls, the problem persisted. This wasn’t a reflection of the individuals working there—they were polite and seemed genuinely eager to help. Instead, it was a glaring issue with the company's internal systems and processes.

This situation is a perfect example of how a company's lack of investment in customer service systems can undo all the hard work put into marketing. No amount of promotional emails can make up for a broken customer service process.

The Cost of Poor Service

Here’s the harsh reality: A repeat customer is more valuable than a new one. Not only do they spend more over time, but they’re also more likely to refer others to your business. However, after my experience, I canceled my upcoming appointments and unsubscribed from all their marketing emails. I no longer trust this company to deliver on its promises, and I'm not alone—many customers make similar decisions every day based on poor service experiences.

What's more, the employees in these roles are stuck in a frustrating cycle. They're doing their best, but without the right tools and processes in place, they can't effectively resolve customer issues. This leads to dissatisfied customers, stressed employees, and ultimately, lost revenue.

The Simple Solution for Retaining Employees

The solution is straightforward: companies need to invest more in their customer service systems. This includes automation, better internal processes, and empowering employees to resolve issues quickly and efficiently. By doing so, not only will you create happier customers who are more likely to return and refer others, but you’ll also reduce the stress on your employees and create a more positive work environment.

The Bottom Line

In the end, sustainable growth comes from a balanced approach where your service operations are just as strong as your marketing efforts. So, take a look at where your budget is going and consider reallocating some of those marketing dollars into improving customer service systems. The payoff will be well worth it.