How Important is Customer Service Relations in Business?

If I were to ask you the last time you had a great experience as a customer, it probably wouldn’t take you long to come up with the story of how one beautiful, soft spoken, very polite lady at the store you bought your phone from made you travel 35km back to that store just to buy a screen guard of ₦1,500, whereas you could have easily gotten it for ₦1,000 at the junction on your street and avoided the ₦300 you spent on transportation. Despite the cost and time implications on your end you see you still cherish that experience.

The same goes for a poor customer service experience too — you could probably recall the story and how the feeling afterwards was just the opposite. How one very uncourteous man of a human being treated you with no regard for your feelings or person. How inconsiderate he was after you had been waiting on a really long queue to use the pay counter at your favourite mall. OK! I’ll stop now, I don’t want to lose my cool. 🤣😋

But you probably felt like you wasted your time and money stepping into that shop that day or even calling to do business with them. You may even have asked the respondent in your head, who was so unfortunate to give you this job?

This is the perspective every business owner or service provider should have because as little as too much time spent on the queue, lack of empathy expressed by a sales rep, the unreliable customer review process could stimulate customer dissatisfaction.

Let’s look at a typical example of a customer who walks into a restaurant for lunch and perceives a stern odour after the food is served, oozing from the restroom. This could send a potential customer out faster than you could say Usain Bolt, forcing him to consider other options, which are not lacking in such a very competitive food market. 

Customer service simply aims to provide positive experiences for clients which in turn keeps clients loyal to the product or brand. Think about how they want to feel loved, welcome and very important. The truth is, when you make your customers feel special they reciprocate with a measure of loyalty towards your brand. This is what global brands like Nike, Apple Inc, Amazon, and Netflix greatly understand and implement – the value of every single customer.

customer service

This beckons for a high level of intentionality from every business owner or service provider because it doesn’t just matter how you perceive your brand. How your brand is being perceived by customers is more important for the business. 

Let’s take a quick look at these surveys carried out by some of the world’s renowned statistics companies;

  • 64% of customers have higher expectations for customer service today compared to one year ago.
  • Around the globe, 96% of consumers say customer service is an important factor in their choice of loyalty to a brand.
  • 89% of consumers have switched to doing business with a competitor following a poor customer experience.

With these figures, the reality of how fast the buyer’s expectation is evolving beyond just the value and quality of the product or service, there is a much higher expectation on the service experience that comes with the value exchange.

customer service

Beyond customer loyalty and the sustainability of the customer relationship which a good customer service offers, statistics have proven that most customers who enjoyed an experience go a step further to share their experience. This is another level of marketing; product referral. Product referral is very effective because of the level of influence the writer has over his audience; Micro influencer marketing.

Customer service in itself is an indispensable competitive advantage and cannot be ignored. Think about this as the compelling argument that keeps your customers or clients coming back.


Customer service begins when a potential client makes the first contact with your brand. It is a process which continues until after the transaction is made.

What would you do today to bring me back to your business tomorrow?

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