Since the beginning of real capitalism, businesses have known that sales and marketing depend heavily on consumers. In today's business world, it's even more true, because there are millions of companies ranging from small Etsy shops to multinational corporations trying to compete for a person's hard-earned disposable income. With social media and the internet, word of mouth and recommendations are critical to long-term strategy for businesses. But the greatest marketing team in the world only lasts so long and has so much impact if the customer-facing personnel don't care about the company's solvency.
I've worked in so many fields in my life, starting my first job as soon as I was legally allowed to work. Before that, I babysat for many years, and that was significant income because I was often the first person recommended in my town. In college, I worked three or four jobs simultaneously, as well as served in leadership roles for volunteer programs. Since graduating, I have worked in a variety of industries and I now freelance, manage my own business, and work in customer service. So when I say I'm confident that I understand marketing
and customer service, I have something backing it up.
Customer service doesn't pay well generally. It's the entry level position many people get, and most staff in these positions have no real buy-in. They don't care if the company looks bad or earns more customers, because when you're working for minimum wage or just over that, you aren't thinking about long-term strategic plans. That's the first mistake businesses are making. You depend on your customers. Loyalty in a customer is something you can't earn through marketing.
Nothing sells your product better than an enthusiastic consumer. Not great blog posts, not amazing Amazon ratings or reviews, not celebrity endorsements. In reality, Peyton Manning endorses way too much for me really to care what he says he likes. I'm not going to choose my cell phone provider because they're the official cell phone provider to the NHL. All these things may work as a gimmick, but even if I buy something because David Tennant recommends it, in the end I'm not sticking around if the product sucks or I don't feel like my money is wanted or my business is valued. Most people are that way - they will
try something because a respected blogger or celebrity idol or even close friend strongly encourages them to try it. However, the challenge is that not only will bad customer service deter the shopper from continued use of product, it will also minimize the referring party's credibility. Eventually, that friend or celebrity or blogger will stop being a source of guidance, since they no longer seem to have the consumer's interests in mind.