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Everyone wants to feel important. It’s a basic human need to feel like we matter. The feeling of being important connects us to the ones we love, our friends, and the people we trust. But this also extends to the companies we buy from and the services we use every day.

Bad experience is driving customers away – fast

If you go to buy a car and you visit different showrooms which is the one you want to buy the car from? Well, you may only have one place where you can get what you want, so you buy it from there, however, how did they make you feel when you were there? If they make you feel important and like you matter would you go there next time you are looking for a car? Would you tell your friends how they made you feel? I’m sure the answer is yes. I know it is for me. But what if it was the other way? They made you feel like you were just another customer, someone else to sell a car to. Would they be your first call next time? What would you tell people about them? I suspect it would not be so good.

Your customers, clients, or users are more powerful than any marketing, promotion, or offer when it comes to attracting more of them returning. Happy customers tell people they are happy but so do unhappy customers.

What makes a happy customer?

Provide them with something that never goes wrong, maybe? Provide the perfect product? Well, in most cases, this is not even possible, no matter how much you invest in development or testing, things will always go wrong. You just reduce that risk. But the risk is always there. But can something go wrong to be good? Yes, it can, and there is data to prove it. Let’s say that the car you bought develops a problem. If you contact the company and get good service, they help you, make you feel important, and that you matter. You feel happy, right? You like being looked after. Next time you talk to your friends, you tell them a story about how you had a problem, but you were looked after so well.


Your customers, clients or users are more powerful than any marketing, promotion or offer when it comes to attracting more or them returning. Happy customers tell people they are happy but so do unhappy customers. Karl Evans, COO - Support Solutions at Sigma Technology

Customers generate revenue, but your employees drive the experience.

We know from statistics and surveys that more people tell other people about a problem that was handled well than if there was no problem at all. Why is that? Because we want to feel important like we matter. If, on the other hand, you have a problem and you get bad service that can very easily close the door forever, why would anyone buy from them again? And then they tell people how badly they were treated and how unhappy they are.

Customer and user support has never been more important. When you continue to look after your customers, you are not just a supplier and a customer. You are in a relationship, one that lasts for many years. This is where you make a difference, this is where you make people feel important.

The importance of customer support

Standing with customers and users and maintaining this relationship when they need help and support means that they feel important and they matter to you. It shows you care not just about the product or service you supply but also about the people that buy it.

If that was not enough already, there is also a bonus to this. By talking to people, being the ones they turn to, your get to find out how to make things better. You get to find out first-hand what is good and where things can improve, making future development easier and faster.

Continue to support and take care of your customers as people, show them you care, and show them they matter. They will come back to you time and time again because you are the one that made them feel important.


The article was originally published on anet360.com, our client for customer support services.



Karl Evans is a COO - Customer Support at Sigma Technology. He brings over 20 years of experience in the aftermarket to the team. Karl has previously worked as Global Support Manager at Volvo Group Trucks Technology.


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