Alison Gallagher-Hughes, Founder of Tillymint Communications, which specialises in marketing and PR services for the building products industry, examines why customer service can set you apart from your competitors.
Some years ago, I started a contract with a leading UK plumbing manufacturer. Among the early meet and greets was an introduction to the MD. Eager to impress, I expressed delight about working with a company which produced such an extensive product range. “We're not just about production, it’s our customer service that sets us apart,” he remarked.
That golden nugget has stayed with me ever since: customer service is an essential part of any business. It cuts across many operational functions: sales and enquiries (including technical support), fulfilment and dispatch, marketing and communication, consultation and continuous improvement.
For me, operating within marketing and PR, customer service is essentially what we deliver: from client contact and feedback, to delivering timely output and specialist advice. We get things done and do them well (we love a happy client). But customer service is also essential in the highly competitive world of building product manufacturing where outstanding customer service can be critical to business success. It should always form part of sales and marketing strategies and here’s why:
1. Building Trust and Loyalty
In an industry where products are often complex and high-value, trust is essential. Exceptional customer service helps establish credibility and reliability with clients. By addressing customer needs promptly and effectively, manufacturers demonstrate their commitment to quality and reliability. This builds loyalty, ensuring that customers return for future projects and recommend your products to others.
2. Differentiating Your Brand
With many manufacturers offering similar products, customer service can be a key differentiator. Companies that provide a seamless and supportive customer experience stand out in the marketplace. Whether it’s through personalised service, quick response times, or expert advice, superior customer service can set your brand apart from competitors.
3. Enhancing Customer Satisfaction
Customer satisfaction is directly linked to the quality of service provided. When issues arise, customers appreciate swift and effective resolution. Providing knowledgeable support, clear communication, and proactive problem-solving ensures that customers feel valued and understood, leading to higher satisfaction levels. Customer testimonials can also form part of your marketing and PR strategy.
4. Gathering Valuable Feedback
Customer service interactions are a valuable source of feedback. Engaging with customers provides insights into their needs, preferences and pain points. By listening to customer feedback, manufacturers can identify areas for improvement and innovation, helping to refine products and services to better meet market demands. Remember to close the loop and communicate with customers how their views have helped inform your business decisions and led to change.
5. Supporting Product Education and Usage
Building products can be complex, requiring detailed knowledge for specification, installation and use. Exceptional customer service includes providing product education and support, ensuring that customers can use your products effectively and safely. This not only enhances the customer experience but also reduces the likelihood of product misuse and related issues.
6. Fostering Long-Term Relationships
Strong customer service fosters long-term relationships, turning one-time buyers into repeat customers. By maintaining ongoing communication and providing continued support, manufacturers can nurture relationships that lead to repeat business, larger orders, and enduring partnerships. Think about how you are communicating with your customers – how often and which channels. Try to apply and integrated approach to offer greater opportunities for people to see your updates – from media relations in trade titles, through to email newsletters and social media.
7. Driving Business Growth
Ultimately, exceptional customer service drives business growth. Happy customers are more likely to repeat purchase, spend more and refer others to your company. By investing in customer service excellence, manufacturers can increase sales, expand market share, and achieve sustainable growth.
Strategies for Enhancing Customer Service
To elevate customer service, building product manufacturers can implement several strategies:
Invest in Training: Equip your team with the knowledge and skills needed to provide top-tier service. Regular training ensures that staff can handle a variety of customer inquiries and issues effectively.
Leverage Technology: Utilise CRM systems and other technologies to streamline customer interactions, track inquiries, and personalise the customer experience. Many systems can be integrated to provide excellent business management tools.
Encourage Feedback: Create channels for customers to provide feedback – from customer surveys to website reviews – and use this feedback to drive continuous improvement.
Prioritise Communication: Ensure that all customer interactions are clear, concise, and timely. Think about direct communications alongside wider PR and marketing activity.
Empower Employees: Give your customer service team the authority to make decisions that enhance the customer experience, allowing for quicker resolutions and greater satisfaction.
By prioritising customer service, building product manufacturers can enhance their brand reputation, foster customer loyalty, and achieve long-term success within in a competitive market. Embrace the power of exceptional service and don’t forget to shout about it.
For more information about Tillymint Communications PR and Marketing services visit: www.tillymint.co.uk or email: info@tillymint.co.uk
Comments