Customer Service: what it is and why it is important

The customer commits to the purchase due to the attractiveness of the offer... But do you know what can make them come back and become a loyal customer?

Pay attention, because customer service and its benefits are essential. 

Customer service… What is it exactly? What does it consist of? What are the benefits of so-called customer service? Several insights help answer these questions and encourage reflection on the importance of this area: 89% of users are more likely to make repeat purchases after satisfactory customer service, and companies that prioritize improving the customer service experience typically increase revenue by 4% to 8% above their industry average (source: Hubspot).

That said, it is important to truly understand what customer service is and the functions performed by the department and professionals dedicated to this activity. Shall we begin?

What is customer service?

The customer service area includes all the actions a company carries out toward the customer before, during, and after the purchase process of certain products and/or services. These are known as customer services, activities aimed at providing proper customer support. 

These customer services can be structured as follows:

• Before purchase: contacting and responding to potential customers if they have questions prior to acquiring a product or service. 
• During the purchasing process: addressing doubts or issues that arise while the user is buying a company’s products/services. 
• After purchase: the after-sales area within customer service, when the buyer has a problem or simply to encourage loyalty and repeat purchases. 

The customer service department must be considered a key area in any company engaged in commercial activities. It determines the relationship between sellers and buyers, customer satisfaction, and whether customers recommend—or not—the company, as well as customer loyalty. 

How does customer service work?

So, how does customer service actually work? What links make up the chain? It is advisable to segment this area within the company and have staff—depending on the company’s size—responsible for pre-sales, sales process support, and after-sales service. These professionals must have deep knowledge of the company and what it offers, and be trained in corporate customer service policies. 

Another important aspect in this field is the channels made available to users, which are key to understanding how customer service works in commercial businesses. There are different options depending on whether it is an e-commerce business, a physical store, or a hybrid model:

• Physical location (store, point of sale, office)
• Customer service phone line
• WhatsApp
• Email
• Social media
• Chatbots

Across all these channels, the information must be consistent, clear, and unambiguous, and the staff handling each channel must have all necessary details to respond effectively and ensure customer satisfaction. Remember that the customer experience largely determines both recommendations and repeat purchases, leading to customer loyalty. 

What is customer service for?

At this point, several key reasons for investing in customer service have already been mentioned:

• Turning customer interest into sales and actual purchases.
• Supporting customers throughout the purchasing process.
• Resolving potential issues or unexpected problems after purchase.
• Building customer loyalty through personalized attention, promotions, and offers that encourage repeat business.

An example of a successful strategy and the benefits of customer service is Inditex, which allows users in its apps to shop online and receive products at home, in-store, or at pickup points. It also enables customers to manage receipts through the app and quickly resolve issues. This builds loyalty and improves the overall customer experience, leading to recommendations and repeat purchases.

Benefits of customer service

The advantages of having tailored customer service are many. They can be summarized into five main benefits of customer service for companies that invest in this department:

1. It streamlines and facilitates processes, including purchasing, exchanges, and returns when necessary. 
2. It increases commercial operations, boosting sales and therefore business revenue. 
3. It improves brand image and enhances visibility within its market segment. 
4. It builds customer loyalty, turning buyers into repeat customers and brand advocates who recommend products/services to others. 
5. It enables direct feedback from users, helping improve the business by identifying what works and what needs to change. 

The areas of customer service and support are among the most important within the commercial and sales functions of any company. Professionals in this field—or those aiming to enter it—have access to training opportunities such as those offered at EAE Barcelona, including the Master in Marketing and Commercial Management, which provides a broad and comprehensive overview, and the Master in Consumer Behavior and Marketing Insights, designed specifically to understand target audiences in depth and design more effective marketing strategies.

In both cases, EAE Barcelona advises professionals interested in developing a career in customer service and helps them choose the training option best suited to their profile and career goals.