There is a reason people love to hang out at coffee shops and bars. At the end of the day, both of those are businesses that fail if they don't make a profit, but at their core, they offer a personal connection through their top customer service representatives: their bartenders and baristas. They offer a personal connection from the customer to the business, and as a result, accumulate hundreds of loyal customers.
Have you ever wondered why you rarely see Chick-Fil-A advertisements flooding your TV screen? It's not a coincidence. Chick-Fil-A's main marketing strategy is specifically "to create raving fans". They've figured out that word-of-mouth referral is the best marketing engine. Despite a few instances of controversy, they still manage to keep packed drive-thru lines and a reputation for customer service that is universally recognized.
Reflect on your own experiences. Have you ever encountered a glitch with a product or service, only to be amazed by how swiftly and graciously the issue was resolved? There's something extraordinary about a brand that not only delivers a fantastic product but also excels at turning negatives into positives.
Objectively, you might argue that a brand with no problems which would then require no customer service offers a superior product. However, in my own experience, a brand that twists a negative experience into a positive builds a bond between that customer and the brand. It's the art of resolution that sticks, creating a more personal connection that the customer wants to tell others about.
We all know the signs when customer service is neglected - unhelpful bots, automated article links, and slow response times that can make us feel like our problems will never be solved. And I get it. It can be challenging to field every complaint. It can seem like a time-consuming task with minimal immediate returns, and it can feel exhausting to deal with what is, by design, a stream of unhappy people.
How much better does it feel, though, when in the midst of navigating difficult website or struggling to understand how a product works, you reach out for help and are met with a real person who can help you immediately? Who will walk with you through your issue and will recognize the issue is on their end and seek out resolution on their end. Who will listen to what you are trying to do and be willing to tell you honestly that what you want might not be offered by this service and offer a refund.
At the end of the day, every person is the main character in their life. Helping them life their best life and taking the opportunity to spin a negative into a positive personal connection is the key to converting customers into fans. And fans tell people about it.