Head to head, visitors will nearly always trust a person over a faceless brand.

Ignoring this can hurt your customer relationships and your bottom line. 

Your support is the face of your company. It can and should be more than the bare minimum of answering emails. Treating your support efforts as a capital sinkhole does your company and customers a great disservice. 

Customer satisfaction (CSAT) should be front of mind for your company, but a shockingly high amount of businesses do not use any tools to get this invaluable feedback from their customers.

What I’m trying to get across here is that being business-savvy and creating a fantastic customer experience are one and the same. As Micheal Scott would say, it’s a win-win-win!

“Communication is key,” says Director of Support at CartKit, Judith Castro.

“As a store owner, you should always be one step ahead of any situation that may affect your customer's experience: whether it's a delay in shipping, an item that went out of stock or any change in their original order - they want to know!”

It’s as simple as basic math.

If your customers are starting to churn, there’s a finite amount of money you can throw at ads, and limited time you can throw at customer acquisition.

You might be reluctant to invest time and money into customer service and support, but an improvement in your customer service offerings is a long-term investment in churn reduction. There’s a line where there simply is not enough untapped customer market to make up for the churn and allow your business to continue to grow. 

If you spend $100 on customer service, what will the return be? This is what we call Return on Investment, or ROI. 

You see, ROI on ads and acquisition are immediately tangible. Investment in customer service are less obvious, but that is how you play the long game.

Customer retention is just as important, if not more important than acquisition. Forbes found that 80% of your future sales will come from 20% of your existing customers. 

Your customers need to feel supported by your company.

They will need clarification on issues. 

Your support team can provide amazing insights and feedback loops for your product and research teams. 

Your customers have high hopes for your brand, and even higher expectations. Your support interactions and outreach increase satisfaction and provide invaluable data. In this vein, your support offerings should never feel like a business requirement, but a strategic requirement to deliver real value to your business because when your support leaves customers satisfied, your customer support creates brand loyalty.

“Make sure the team you hire for Support is compatible with your brand values and understand what the company's purpose is. Providing exceptional service will make you stand out from every other store. “ -Judith Castro, CartKit Director of Support

Now, I’m not saying don’t advertise or acquire new customers.

Growth requires both acquisition and retention. 

All I’m saying is to follow the golden rule. Remember that song they made us sing in kindergarten?

“Make new friends, keep the old. One is silver and the other gold.”

I hope that besides the punch of nostalgia I just delivered, you also understand how this applies to business as well. 

Build stronger relationships with Consistent Cart by CartKit

Consistent Cart offers happy birthday emails, welcome emails and more alongside the abandoned cart notifications you already use to foster relationships with customers—wherever they are.