Customer Service at the Information Technology Company

When we talk about succeeding in the information technology industry, we usually concentrate on advanced solutions, pricing and marketing services or products. What we have found is that very important parameters are usually omitted: customer service, customer relations, and long-term satisfaction.

While we help many customers in their promotional and advertising activities, we clearly see a tendency to focus on sales and marketing business. Unfortunately, in many cases, profitability of marketing campaigns is low and is rarely calculated due to complex nature of campaigns and reliability to track ad performance. It appears that the ad is the right solution for building customers and expanding your business. The motto here is: "If everyone does, why should not I?"

However, there are many studies that argue with this approach. The belief is that focusing on customer service is much more cost effective. When your customers are satisfied, it means repeating companies and more references. The problem is building and maintaining a high quality service department is not a cheap attempt. The main question will be: What is the ratio between the funds spent on advertising and customer service?

The answer is not that simple. You need to keep your business competitive and constantly growing. My goodwill tells me that the focus should be 70% on customer service and 30% in advertising, but of course, the numbers should be carefully applied in each case. I think startup should be more aggressive than marketing, but when a critical number of customers is reached, focus must be on increasing customer service and building ongoing relationships with customers.

At the end of the day, there is no magic formula to succeed. What have you been to with customer service and advertising?

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