Every growing business needs to generate new clients and increase market share. That is why so much money is spent on marketing to try to reach additional customers and open the front door to additional revenue.
However, I have come to believe that closing the back door and increasing retention of existing customers is the most important factor in market share. In one area marketing, we are trying to attract and add new units while customer service is seeking to retain and multiply the impact of people who are already on board.
I would move significant budget dollars away from marketing until I had a world class customer service reputation. I would have real people on the phone that will stop at nothing within reason to satisfy the problems that I am having with your products or services.
The incredible bounce factor out of outstanding customer service is not only do I retain a significant percentage of existing clients; they become the most effective sales force for my organization by talking within their network of influence to generate the new customers I need to continue to grow.
The next time someone is trying to convince you to automate your customer service or outsource it to someone who answers the phone in India forget about it. Move the personal touch to the top of your marketing plan to support your existing customers and they more than any direct retail marketing plan will help you grow your company.