The Case for Customer Service After the Sale: A Success Story

Posted by Michele Rehm, Marketing Manager on Apr 12, 2017 7:24:22 PM


Today the customer is king. 

No matter what product or service you market, disappearing after the sale hurts customer retention and future sales, as news of your poor service spreads. The experts say it’s easier to keep a client than to find a new one, and we couldn’t agree more. Successful companies act as a ‘partner’, not merely a vendor, to their clients.

But how do you know you are succeeding?

One tried and true way is to proactively ask for feedback from your customers in order to gauge your performance. Oftentimes it is the simplest surveys that elicit the most helpful responses, as we found out after we re-vamped the way our clients rate us after a service request. Now in less than 30 seconds, customers answer one simple question in an online survey (which they receive upon completion of support requests) and submit supplemental comments or suggestions, if necessary. 

While virtually all of the feedback we have received thus far has been positive, we were a bit surprised how willing customers are to add additional positive comments.

One such customer, Julie Riggs, Vice President, Branch Support, United Bank & Capital Trust Co., gave us such glowing comments, we developed a case study based on her experience.

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Read the Farmers Capital Bank Corporation Case Study

We learned that our competence in helping the company with a special project deepened her appreciation for BSG Financial Group. “Having worked with BSG Financial for many years,” said Riggs, “I have complete confidence that when they say they are going to do something, it will be done... and done correctly. She went on to say, "This is yet another case that shows why I love doing business with them."

Naturally, it was satisfying to hear Julie's positive remarks; but just as important, was the opportunity to learn more about the ways our programs impact our clients. All too often companies assume they know the ins-and-outs of their clients' and potential customers' business. But first-hand feedback is invaluable to help shape the products and enhancements we offer, as well as the way we market them. It also assists in honing our service procedures.

We're confident that retaining Farmers Capital Bank Corporation as a client for more than 16 years is a good indication that our commitment to service after the sale is working!

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Topics: Courtesy Overdraft, Service