Your company's brand is the sum of many parts, but your business's customer support model and efficacy is often overlooked as a key piece: according to Zendesk, 50% of customers will switch to a competitor after one poor customer service experience, and 80% will after more than one. On the flip side, 75% of customers are willing to pay a premium towards brands that provide a good customer experience.
It's clear that providing excellent customer support and service over time — and developing a reputation for that — increases customer loyalty. Like any effective brand campaign, the quality of your customer support can go viral, in either direction: bitter customers whining on social media where lurkers far and wide can see the complaints, or enthusiastic customers vouching for the experience your company provides to friends and family, and even influencing positive reviews for the many eyeballs of your target audience.
At the end of the day, the customer experience is a direct reflection of your brand experience. Here's why.