SMEs in Africa must invest in making their customer service impeccable to make significant headway in 2021. It is one of the best ways to improve the bottom line of your business. Businesses with poor customer service tend to struggle in the long run as they often fail to struggle to retain or attract customers.

Furthermore, your customer service speaks volumes about who you are and what your business stands for. SMEs in Africa must prioritise the satisfaction of their customers above being profit-driven alone.

10 Ways Customer Service Can Shape Your Business In 2021
African SME owner
As we begin our adventurous business journey in 2021, we must learn to place customers’ satisfaction above everything else.

Here are ten major ways that excellent customer service can shape your business in 2021:

1. Significantly Save Operational Costs
According to business reports, businesses that retain just 5% of their customers experience about a 25% increase in their overall profits. Furthermore, the report states that it is more likely for existing customers to talk more about your brand. Hence, implying that businesses that retain customers often spend less on operational costs than businesses that don’t.

From the report above, we can see that attracting new customers is five times more expensive than retaining existing ones. Hence, highlighting the need for SMEs in Africa to prioritise customers’ satisfaction above anything else.

2. Improving Sales Of Products Or Service
One of the ways that customer service can shape your business this New Year is by improving the sales of products or services you offer. The chances of selling a product or service to an existing customer are higher than selling to a new customer.

Business statistics indicate that the probability of selling a product or service to a new customer revolves between 5% and 20%. However, according to the same report, the likelihood of selling the same product or service to an existing customer revolves around 60% and 70%.

3. Reducing Overall Business Problems
The way you treat your customers will affect the overall problems that your business may experience. SMEs in Africa can significantly reduce business sales problems and potential legal issues by treating their customers well.

A lot of businesses get into all forms of problems simply by treating customers poorly. Businesses that prioritise customers’ satisfaction are often more successful than those that don’t. One of the reasons for this is that they do not have to spend a huge chunk of their time and resources solving issues that arose due to poor customer service.

4. Enhancing Brand Recognition
One of the ways customer service can shape your business is by enhancing brand recognition. Your customer service is one of the best ways to let your customers know and have a feel of what your brand represents, its values, and what to expect every time to come to you.

Failing to communicate your brand values via your customer service will allow customers to make assumptions about what it represents. Satisfied customers are most likely to live positive reviews about your brand. Hence, influencing new customers to check out what you have to offer.

5. Enhance Your Chances Of Keeping Existing Customers
People tend to stay more in places where they are treated like royalty. As a result, one of the most effective ways for SMEs in Africa to keep existing customers is by offering impeccable customer services. Satisfied customers will most likely do business with you when the need arises than risk having a poor experience at a new store or business.

6. Increase Your Customer Base
Although there are several effective ways to advertise your business, none is as effective as “word-of-mouth” advertising. The best part of this form of advertising is that no amount of money can buy it. People would rather pay attention to their family member or friend’s recommendation than they would pay attention to an online review.

A report indicated that about 77% of satisfied customers are likely to share their experience with your brand with their friends. Hence, indirectly or directly influencing them to patronise your brand.
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