I Love Customers: The Importance of Great Customer Support

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I Love Customers

Customers are great. If you don’t think so, you’ll never succeed. Surprisingly, a lot of people consider their customers to be “the enemy” or a nuisance they’re forced to deal with.

Just remember that customers:

pay the bills
provide good feedback
find bugs you’ll never find on your own
use your product in new ways (which can result in new opportunities)
recommend your product/service to others
serve as references

Without customers you don’t have a business. It’s as simple as that.

And the key to everything I’ve listed above is having happy customers. Unhappy customers do none of the above. In fact, they do quite the opposite. And that’s bad. (I’m trying to be plain spoken and clear about this!)

The simplest way to have happy customers is through customer support. Of course building a product they want to use is a necessity – but you don’t even have to get that right out of the gate if you’re providing killer customer support.

Customer support isn’t complicated but it is demanding and time consuming. It requires fast response times, courteous replies and decisive action. Luckily for you, very few companies (especially startups!) provide anything remotely resembling quality customer support and so you can immediately use it as a differentiator.

And that’s really the key — leveraging great customer support into a differentiator.

This is especially true for startups. You might not think a startup has the time and wherewithal to focus on customer support, but it’s an absolute necessity. Invariably your product will be rough around the edges, bugs will emerge and there will be a shortage of features. On top of that, you’re the new kid on the block, so customers may look at you with a bit of concern (especially in a B2B market.) “How long will they last?” “Can they really provide the level of product quality and service we need?” To assuage those concerns, and balance against the shortcomings of an early product, use great customer support.

Doing so will increase the likelihood of good things happening (see the list above if you need a reminder.) Customer support can be a strong differentiator if you maintain it at exceptional levels, because you can be sure others won’t bother. They don’t recognize the value. And they’re losing business because of it.

If you enjoyed this post, please share it!

February 27, 2008 Posted in Customer Development by Ben Yoskovitz

http://greataffirmations.com Keith

Ben: I totally agree with you…it is all about serving others, alias, the customer. There are so many different people out there with different needs, attitudes, and perspectives, so if we can become good listeners, then we will learn from our customers and grow our customer/client base. Regards, Keith Johnson, Author “365 Great Affirmations”.
http://greataffirmations.com Keith

Ben: I totally agree with you…it is all about serving others, alias, the customer. There are so many different people out there with different needs, attitudes, and perspectives, so if we can become good listeners, then we will learn from our customers and grow our customer/client base. Regards, Keith Johnson, Author “365 Great Affirmations”.
http://blog.ryancoleman.ca Ryan Coleman

Good post Ben…

“Surprisingly, a lot of people consider their customers to be “the enemy””

I think when it comes to this point you a) either need to seriously change your attitude or b) recognize you’re in the wrong business/industry.

Especially nowadays where getting something off the ground is probably easier than ever, entrepreneurs will be tempted to wade into markets that are new to them – I think the mistake many make is they don’t understand what the customers will be like in their new space – and that can be fatal…
http://blog.ryancoleman.ca Ryan Coleman

Good post Ben…

“Surprisingly, a lot of people consider their customers to be “the enemy””

I think when it comes to this point you a) either need to seriously change your attitude or b) recognize you’re in the wrong business/industry.

Especially nowadays where getting something off the ground is probably easier than ever, entrepreneurs will be tempted to wade into markets that are new to them – I think the mistake many make is they don’t understand what the customers will be like in their new space – and that can be fatal…
Pingback: One Way to Differentiate Your Startup: Customer Support « FoundRead
http://www.steve-olson.com Steve Olson

Ben,
Slight disagreement. Most customers are great. But some customers are nothing but a pain in the ass. They demand more than they are willing to give. When doing retail business online, I’ve had to tell some customers that I can’t do business with them because they are too demanding. It is a small percentage, but some customers just aren’t worth the effort. Some of the more succesful retailers have come to this conclusion as well.
Like Best Buy I don’t really like Best Buy, but they are on to something.
http://www.steve-olson.com Steve Olson

Ben,
Slight disagreement. Most customers are great. But some customers are nothing but a pain in the ass. They demand more than they are willing to give. When doing retail business online, I’ve had to tell some customers that I can’t do business with them because they are too demanding. It is a small percentage, but some customers just aren’t worth the effort. Some of the more succesful retailers have come to this conclusion as well.
Like Best Buy I don’t really like Best Buy, but they are on to something.
http://shop.arsvendo.de Peter

Earlier I thought it were not necessary to communicate correctly with all people. But now I understand they all can be my customers , that is why I behave myself otherwise now.
http://shop.arsvendo.de Peter

Earlier I thought it were not necessary to communicate correctly with all people. But now I understand they all can be my customers , that is why I behave myself otherwise now.
http://www.blackinbusiness.org JD

Hi Ben, I need more customers to love, to satisfy, and to help them meet their objectives! I hope you are well
http://www.blackinbusiness.org JD

Hi Ben, I need more customers to love, to satisfy, and to help them meet their objectives! I hope you are well
http://liveandearnonline.blogspot.com/ Ernesto

I agree 100% about the value of customers to businesses. It is without doubt that customers are a major means of promotion of your company or business, via word of mouth.
http://liveandearnonline.blogspot.com/ Ernesto

I agree 100% about the value of customers to businesses. It is without doubt that customers are a major means of promotion of your company or business, via word of mouth.
http://www.interludeforwomen.com Lingerie Fan

Buried beneath layers of menus or hidden from view is your contact information for Customer Support. Some companies even deliberately hide their contact information, because they simply don’t want customers to contact them. Put your info in front of their eyes.

Yes, your biz will soar
http://www.interludeforwomen.com Lingerie Fan

Buried beneath layers of menus or hidden from view is your contact information for Customer Support. Some companies even deliberately hide their contact information, because they simply don’t want customers to contact them. Put your info in front of their eyes.

Yes, your biz will soar
http://cashforums.net Patrick

You are right about that. Without happy customers, we have nothing.
http://cashforums.net Patrick

You are right about that. Without happy customers, we have nothing.
http://www.daytradingbyambush.com/daytrading Tom Loge’

Great observations, Ben. It’s surprising, therefore, to note how many people in intensely customer driven businesses consistently sabotage themselves on one level or another with customer service practises that go as far as to border on abuse! It’s a form of selective blindness, perhaps?

-Tom
http://www.daytradingbyambush.com/daytrading Tom Loge’

Great observations, Ben. It’s surprising, therefore, to note how many people in intensely customer driven businesses consistently sabotage themselves on one level or another with customer service practises that go as far as to border on abuse! It’s a form of selective blindness, perhaps?

-Tom
http://www.instigatorblog.com Ben Yoskovitz

Thank you for all the feedback.

@Steve: I didn’t say that all customers were perfect. In fact, I’ve written about “firing customers” in the past as well, which I think is inevitable in most businesses. The point is that customer service / support can be used as a differentiator if done properly … and in fact, the better support you provide the sooner you’ll weed out the customers that don’t belong.
http://www.instigatorblog.com Ben Yoskovitz

Thank you for all the feedback.

@Steve: I didn’t say that all customers were perfect. In fact, I’ve written about “firing customers” in the past as well, which I think is inevitable in most businesses. The point is that customer service / support can be used as a differentiator if done properly … and in fact, the better support you provide the sooner you’ll weed out the customers that don’t belong.
Chris

I think Ben just said my favorite phrase ever “firing customers” in the past we’ve had to do that a few times at my job, and im sorry but hes right sometimes it is required.

But a lot of times proper customer support can aleviate that ever being needed to occur in the first place. Ben is dead on in the suggestion that proper support and tracking of issues can result in weeding out problematic customers early on and save on headaches down the road.
http://qi2_03.fcks.info Chris

I think Ben just said my favorite phrase ever “firing customers” in the past we’ve had to do that a few times at my job, and im sorry but hes right sometimes it is required.

But a lot of times proper customer support can aleviate that ever being needed to occur in the first place. Ben is dead on in the suggestion that proper support and tracking of issues can result in weeding out problematic customers early on and save on headaches down the road.
http://www.twentiesbusinesscentral.blogspot.com 20s Business Central

I agree 100%. I know customers can be annoying at times. As a customer myself I get annoyed a lot. Whenever I encounter an annoying customer I try to put my self in their shoes. What is making them annoyed? Is it something I can fix?
http://www.twentiesbusinesscentral.blogspot.com 20s Business Central

I agree 100%. I know customers can be annoying at times. As a customer myself I get annoyed a lot. Whenever I encounter an annoying customer I try to put my self in their shoes. What is making them annoyed? Is it something I can fix?
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http://www.doba.com Drop Ship

yea what u say is true, altough there are a few customers i wouldnt mind losing. they just create more stress and problems than are worth the money :/
http://www.doba.com Drop Ship

yea what u say is true, altough there are a few customers i wouldnt mind losing. they just create more stress and problems than are worth the money :/
http://www.investortrip.com/forums/ TJP

Managing customer support is very time consuming. I use autoresponders to reply to all support inquiries, plus compiled a FAQ to hopefully answer popular questions before I must respond personally.
http://www.investortrip.com/forums/ TJP

Managing customer support is very time consuming. I use autoresponders to reply to all support inquiries, plus compiled a FAQ to hopefully answer popular questions before I must respond personally.
Pingback: Lessons Learned Running a Software as a Service (SaaS) Business
Pingback: Immply Blog » Blog Archive » The customer isn’t always right!
http://www.xyz.com kelvin more

this information is usefull to us
http://www.spreadingyourcashflow.com Almir Bojkovic

I totally agree because with no customers theres no business that is the same way with my business if i did not offer good customer satisfaction i would have lost all of my customers and am glad i am able to provide such satisfaction

http://www.spreadingyourcashflow.com
http://www.spreadingyourcashflow.com Almir Bojkovic

I totally agree because with no customers theres no business that is the same way with my business if i did not offer good customer satisfaction i would have lost all of my customers and am glad i am able to provide such satisfaction

http://www.spreadingyourcashflow.com
Pingback: Great Customer Service Drives Revenue and Profitability
Pingback: Client Retention is the Key ROI of Great Customer Service

About Ben Yoskovitz

I recently joined GoInstant as VP Product. GoInstant changes how we use the web, making it shareable like never before.

I'm also a Founding Partner at Year One Labs, an early stage accelerator in Montreal. Previously I founded Standout Jobs (and sold it). I'm a hands-on startup guy, helping companies grow successfully from the idea forward. You can reach me at byosko at gmail dot com.

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