Customer service is marketing: When a customer interacts with a business’s Web site, over the phone via the interactive voice response (IVR) system, or through a mobile app, a valuable opportunity is presented for marketing professionals to create or reinforce a positive brand perception, an important factor in customer retention. Yet this notion gets frequently overlooked, and ultimately the brand, the customer experience, and the overall bottom line suffer as a result.

A recent Wakefield Research survey of 1,000 U.S. adults quantifies the impact. Eighty-seven percent of respondents reported that customer service has a significant impact on their decision to do business with a company.


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