Why Customer Service Secures Future Sales, According to Shep Hyken

In a recent LinkedIn post, Shep Hyken discusses the critical role of customer service in securing repeat business, arguing that in today’s market, most products and services are essentially commodities. Hyken emphasizes that the customer’s experience with a business is the key differentiator.

Hyken opens his post by stating a fundamental truth about the modern marketplace:

“Face it, just about everything you buy, you can buy from somewhere or someone else. Basically, everything you buy is a commodity, and in business, that means almost everything you sell is a commodity.”

The Commodity Trap and the Service Solution

According to Hyken, this commoditization means that businesses can no longer rely solely on their product or service to stand out. Instead, the customer’s overall experience becomes the primary battleground for loyalty. He points out that every interaction a customer has with a company serves as a confirmation of their purchasing decision.

Service as a Sales Driver

Hyken challenges the traditional view of customer service as a mere support function that follows a sale. He advocates for a strategic shift in perspective, where customer service is seen as an integral part of the sales process itself – one that directly influences future revenue.

“Don’t think of customer service as something that supports the sale,” Hyken writes. “Think of it as what secures the next sale.”

This perspective suggests that exceptional service isn’t just about resolving issues; it’s about building relationships and reinforcing the customer’s confidence in their choice to do business with a particular company. Hyken implies that positive service experiences create a cycle of repeat business and customer advocacy.

Reinforcing the Customer’s Decision

Hyken’s core argument is that consistent, positive customer interactions are what build trust and encourage customers to return. In a market saturated with similar offerings, the quality of service can be the deciding factor that keeps customers engaged and loyal.

He elaborates on this by noting that:

“Every interaction the customer has with you confirms that the customer made the right decision to do business with you and will come back again and again.”

This highlights the proactive nature of effective customer service. It’s not just about reacting to problems but about continuously demonstrating value and reliability at every touchpoint. By ensuring that each interaction is positive, businesses can solidify their relationship with customers and foster long-term loyalty, thereby securing future sales in a competitive landscape.