Don’t recoil from customer contact…

Your ’Gambling on the future…article (MW 10 March) rightly said that one of the things brands need to do to prosper in this digital age is get their customer service right. Great customer service promotes brand affinity and drives customer satisfaction. Put simply, it boosts the bottom line. Yet, customer service as we know it is often designed to fail.

A strange paradox exists: organisations see inbound contact as generally undesirable and spend vast sums to keep callers away from the call centre, yet the marketing team spend a fortune trying to reach the same customers through ads, direct mail etc. Rather than seeing it as a threat, brands should be embracing customer contact and using it to strengthen relationships.

Convenience is the new battleground. Brands need to understand how consumers want to communicate and build customer service around that, not the organisation’s requirements.

Simon Loopuit
CEO, VoxGen

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here