The selling process is not complete merely because the customer has said he or she will purchase your products or services. Through the entire selling process, the upkeep of goodwill is important, but much more so after the buy. Irrespective of your customer’s previous feeling towards your company, the experience they have as soon as they have bought will have a considerable influence on future sales. Customer support doesn’t complete the sale; it reignites the sales cycle. A worthwhile maxim to embrace is’a customer it support Tunbridge Wells cannot be considered fulfilled until we receive their next order.’
There are a range of empirical studies on the worthiness of customer service and the effect of repeat business at the bottom line. Frederick Reicheld and Earl Sasser reported that ‘if companies understood how much it actually costs to eliminate a customer, they would be able to produce accurate evaluations of investments designed to retain clients’. They found that clients become more profitable over the years as improved earnings; reduced costs of distribution; referrals; and the chance to up-sell add to the bottom line.
Heskett, Sasser, and Scheslinger collaborated on a training programme to assist managers in understanding the lifetime value of customers and in addition advised on the importance of creating a culture where employees are engaged to contribute to the value chain. They postulated that worker satisfaction contributes to service value which produces customer satisfaction and that in turn ends in profits and growth. It is hardly surprising that happen workers create happy customers.