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Markets and audiences’ size determine support tools.Smaller businesses start slow and usually without paying much attention to details such as customer service – website design, search engine optimization and advertisement tend to be more important than email address or phone number clearly visible on the website. Fortunately, this sad picture changes over time when business owners realize they need to care about much more than just sales and financial results.Whenever they approach you, it is totally up to you whether that affection for the product you sell is sustained or does it simply go “puff”, and it’s gone!There are things about customer service that most of the businesses already know: support agents should be helpful, polite, show appreciation, respect and value the customers.Moreover, about 13% of those unhappy customers will tell more than 20 (!) people about their problem (unfortunately people tend to talk more about their bad experiences). The stats mentioned above clearly show how customer happiness brings an additional value to a company and how bad experience turns out to be an additional, unnecessary cost. They like the company, its products and enjoy the way it is doing business.By focusing on the customers, the smart companies are really broadening their customer base by increased referrals.” An investment in customer service can later turn out being a source of new customers.It can become an efficient, very credible and free advertisement.

It adds dedicated tools for managing customer emails, installs online chat software on the website, creates social media profile on Facebook or Twitter or simply starts in the most usual and traditional way – sets up an additional phone line for customer support.Returning customers love it and they will keep coming to get more of that and to buy something too.The key and the ultimate goal is to get to know them as people, not as buyers.However, when it is managed improperly, it can also cause a lot of trouble.According to White House Office of Consumer Affairs, satisfied customers share their experience with 4-6 people, while a dissatisfied customers tell 9-15 people about their negative experience.

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Everything seems to be going right until angry customers call with their issues.

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