The Achilles Heel of SMEs: Why Exceptional Customer Service Trumps Massive Advertising

In a recent incident during a sports radio show, a compelling advertisement piqued my interest, convincing me to take immediate action. The host did a stellar job explaining the business’s offerings and their value. However, the story takes an unexpected turn when I decided to reach out. While the initial response was prompt, the subsequent interaction left much to be desired.

The customer service agent, who serves as the first point of contact, initially engaged but quickly veered off into a more important conversation with a colleague, leaving me hanging. To make matters worse, when asked for my name again, her response was a disinterested “ok,” followed by silence. To top it off, the agent couldn’t provide essential information like the company’s website or email address.

This incident highlights a critical point: customer service should take precedence over advertising for startups and medium-scale businesses. The success of a business hinges on its ability to train and empower front-line workers with a deep understanding of the business concept. These customer service agents are often the first interaction a potential customer has with the company. A well-trained and attentive customer service team can retain up to 80% of customers acquired through advertising efforts.

While popular businesses may not always offer the best products, the differentiating factor often lies in the quality of their customer service. This writeup by Frank Mensah explores the paramount importance of exceptional customer service, demonstrating why it should be the foundation upon which SMEs build their advertising strategies.

Frank Mensah Otabil

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