The Importance Of Customer Support In The Customer Experience

customer support

When was the last time when customer support made you feel like a special customer, and not just another ticket?

And do you think your customers feel special?

Even if it might not seem like it, customer support can make or break a company. Customer service isn’t just about being polite. It’s a vital element of business that can impact your bottom line and affect how your company is publicly viewed. 

“To over-deliver in service to a customer is by far the most valuable thing to a business. Because there are only two ways to improve the operations of a business: increase sales or decrease costs.” – Daymond John

Unfortunately, bad news travels very fast. It takes years to build a reputation, but just moments to ruin it. This is why it’s so important to keep customers happy and satisfied. 

Nowadays, customer support and the success of your business are codependent. The main purpose of customer support is how easily you are able to solve a problem related to your product/services in order to simplify your customer’s journey.

As a consequence, delivering excellent  customer support to indirectly reflects your brand values. With consumers having so many options to choose from, you need to set yourself apart from the rest. 

Indirectly, having customers that are happy and satisfied with your products is like having top ratings for your business.

While customer experience and customer support are related, they’re clearly not the same thing. In fact, customer support is just a piece of the customer experience equation.

Difference Between Customer Support and Customer Experience

Customer Support and Customer Experience are not so far apart. In fact, customer support is only one part of the overall experience. They are both important pieces to an organization’s success, yet it’s not necessary and not really possible to separate them.

The key difference between customer support and customer experience is that customer experience involves the whole customer journey, including customer support.

Customer support is limited to the interactions a customer has when seeking advice or assistance on a product or service. Although limited is not an appropriate word, as it includes the delivery of service to a customer before, during and post purchase. Not only that, modern customers demand 24/7 customer support via online and offline channels.Customer support can also function as a chance to turn a potentially negative experience into a positive one. 

Customer experience goes beyond customer support and takes into account the overall customer journey by building long term relationships with customers. Understanding the customer experience can involve analyzing data from non-customer-facing teams who contribute to a customer’s overall experience.

Why Customer Support Is Important

1. Indicator to customer repurchase and loyalty

Measuring customer loyalty and repurchase is one of the major business metrics.

Customer satisfaction is the best indicator about the likelihood of a future repurchase. For example, you can survey your customers and ask them to rate the service satisfaction on a scale from 1 to 10.

Customers who rate you seven or above, can be considered as satisfied. There is a big chance they will return and use your products/services again.

People who rate 9 or 10 can become brand advocates. They are most likely to come back and repurchase and even more, recommend your products/services.

On the other hand, a score of six or below are the warning signs of customer dissatisfaction. To avoid losing them, put them on a watch list and follow up. This way you can determine why the level of satisfaction is low and how to improve it.

So, the way you handle customers decides whether a customer comes back. Excellent customer support will greatly improve customer retention. Keep in mind the customer experience begins from the first contact they have with your brand and customer support is a vital piece of the puzzle.

2. Lessens customer churn

A 2008 global customer satisfaction survey report by Accenture found that pricing of a product or service is not the key reason behind customer churn. It’s because of the poor overall customer support. When it comes to a business, nothing matters if you offer poor customer support. 

People will only stay loyal to a company if they have very good reasons. Otherwise, they will move on to someone who provides them what they want and treats them as a person, not just a number.

As a result, you have to work even harder to keep customers happy and build their trust. By offering the best in customer support, you will increase trust. That could mean the difference between customer loyalty and customers who jump ship.

3. Higher Conversion Rate

The overall conversion rate of a business is effected by the type of service you offer to the customers.

If at some point your brand was unable to deliver good customer service, your customers will most likely rant on the Internet and comment about it. McKinsey found out that an unhappy customer will tell 10-15 people about the experience of using your product or service. This can result in a crash in sales.

On the other hand, customer who are happy and satisfied with your service will leave positive comments and feedback on your social media profiles. And this is what you should aim for. Word-of-mouth advertising can’t be bought, it’s priceless.

Hence, providing great customer support is vital in generating business for your brand.

4. Increases the CLV

Satisfaction plays a major role in how much revenue a customer contributes towards your business.

In fact, a study by InfoQuest has revealed that ‘fully satisfied customers’ contribute at least 2.6 times more towards the company’s revenue than the less satisfied customers.

When CLV (customer lifetime value) increases, it leads to an increase in return on investment (ROI). You must reach that level customer satisfaction so that they come back and spend more on your products and services.

customer support

5. Builds brand awareness

Maintaining your brand reputation is essential for all businesses and brands. Today, only four out of every 100 businesses last through until the 10-year mark. That’s a massive 96 percent failure rate. When you ignore the needs of your customers, you’re cutting short the potential for longevity in business.

As we’ve talked earlier, word-of-mouth is the most powerful ally you have on your side. A happy customer adds a huge value to your brand and is very likely to return.

When you provide the best in customer service, people will talk about you. They will remember your brand and recommend your products/services to other people.

Once you have made a sale, your job doesn’t end. In fact, it’s the point when you should pay attention to customer satisfaction and assure your customers have a trouble free journey.

By engaging with your audience in the right way, you will maintain your brand reputation. Make them aware of your ethics and values and you will win more customers in the future while at the same time retaining your existing customer base.

6. New partnerships and business opportunities

When other businesses see how well you take care of your customers, it opens the doors for new partnerships.

Taking care of your customers conveys a strong set of moral values and beliefs. It sends the message that you care about more than profits. You want to provide quality and build your tribe.

Moreover, it’s a sign you want to build something of value and to help others.


Today the line between products and services is blurring. Customer support has slowly and surely become part of the product itself. In the competitive world of SaaS, failing to care for your customers is one of the biggest mistakes a company can make.

Excellent customer support goes a long way to create customer loyalty. Remember, customers today are not only interested in the product or service they are buying, but also the extra elements they get.

Every brand has something valuable to offer to their customers and it is mostly a solution to a problem. Having a good product without great customer support won’t bring you success and vice versa. 

The purpose of customer support teams are to make sure customers are well educated about a product/service and are not facing any problems in the use of that particular product or service. A key component to ensure better customer support is to motivate your employees properly and constantly for quality issues.

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