The Art of Customer Service is a recently published piece of Guy Kawasaki’s excellent “Art of…” series. In his article, he emphasizes the importance of having a great customer service and points out that…
[…]customer service has as much to do with a company’s reputation as sales, marketing, engineering, and finance.[…]
I cannot agree more. Maybe I would even call it an understatement.
Customer service can make or break a company, if the company is not in some kind of monopoly position. My previous ISP, the manufacturer of my previous MP3 player and a couple of other companies lost me for their ignorant and bureaucratic customer
service. I would not hesitate a second to switch my cable TV or telephone provider if there were alternatives, thanks to their poor customer service. On the other hand, I cannot stop recommending products of companies which gave me great customer service experience (well, provided the product works). Surprisingly, a few companies still have not realized that it is always the service sold, even though the product itself is an MP3 player or a software tool.