The High Cost of Poor Customer Service

Few things are as destructive to a brand’s good name as a shipment that arrives damaged and late.

One Wisconsin-based manufacturer of customized office furniture learned this the hard way when Canada-bound shipments would leave its manufacturing center on time but arrive at their destination late, often with significant breakage.

The problem was exacerbated for this particular manufacturer since replacement items often had to be rebuilt from custom specifications, a process taking up to six weeks.

As this manufacturer quickly realized, the inefficiency of its transportation company was putting at risk its good name and reputation.

In fact, “blaming” a manufacturer or retailer for a third party’s performance is a common occurrence.

Fair or not, ensuring an on-time delivery is an important part of the overall service consumers expect from the businesses with which they interact.

And it is just one part. Other expectations include a convenient returns policy, knowledgeable customer service representatives, omnichannel purchasing and delivery options, customized solicitations, loyalty programs, inventory visibility, competitive pricing, and an easy-to-navigate website, among other things.

The fact is that good customer service has become a cornerstone to an overall positive customer experience. Customer experience, defined by

Forrester Research as “how customers perceive their interactions with your company,” is - or should be - the driving force behind all decisions a retailer makes about interacting with customers.

A company that fails to recognize the importance of offering flexible shipping options, for example, should not be surprised when customers turn to a competitor that does offer options.

Your customers are paying attention and will not hesitate to vote with their wallets if service levels are not up to their standards.