In an interview with MailGuard earlier this year, Filipa Preston, the CEO of Software Optimisation Services (SOS), was asked for any advice for our partners and/or resellers about how to enhance their selling strategies. Here’s her response:
“The market is so saturated, that just showing the features and benefits of the solution isn’t enough anymore. You have to solve a client’s pain […] It’s all about understanding the client situation instead of trying to sell what you would normally sell.”
“Rather than taking my customers’ money, I believe in selling relevant services that make the customer transform, perform, reduce costs and show results. That’s because customer lifetime value is more important than anything else.”
Her response is a great reminder of the importance of providing comprehensive customer support, i.e. helping them “perform” and effectively solve their problems instead of merely selling a product. The relationship, essentially, goes beyond that of a buyer and a seller, and becomes more consultative.
The importance of customer support within the tech industry
As service providers, we’re all well-aware of the importance of customer service and support and how they are hugely influential in driving growth and customer loyalty. By providing excellent customer service, businesses can recoup customer acquisition costs and cultivate a loyal customer base that are happy to refer friends and colleagues, provide testimonials, participate in case studies, write customer reviews, and ultimately that will be more receptive to additional services.
It never hurts to remind ourselves that this is even more prevalent in the field of cybersecurity. After all, if a business has problems with their email system or network, it can impact every aspect of that company’s operation. Without the highest level of customer support as well as a dedication to uptime and protection from their IT security provider, customers know that their entire business is at risk and they’re even less likely to retain that particular provider.
Investing in effective customer service helps your company’s bottom line because loyal customers who evangelise your brand will help you acquire new customers, free of charge. As we all know, word-of-mouth is a powerful way to convince prospective new customers about your business’ merits.
A point of differentiation
For our CEO Craig McDonald, the value of delivering great customer service could not be more apparent. This has become, in fact, a key point of difference between MailGuard and our competitors.
“Our relentless focus on customer satisfaction, which starts with real people, who are experts in their field, available to provide 24/7 phone support, differentiates us from our competitors,” Craig says. “But it doesn’t stop there. Relationships are vital to all businesses, and we pride ourselves on the relationships that we have with our partners. Partners know that we’re here for them, to help make their businesses more successful.”
There are several steps that MailGuard takes to constantly enhance its customer support. For instance, with regular surveys of customers and partners for insights our service team is performing. Customer feedback is passed straight through to the frontline team, management and dev. That feedback is the basis for continuous improvement of our products and service.”
Like Filipa, we’d love to hear what you’re doing to go the extra mile for your customers. Feel free to share what you’re doing in your business to support your clients via the contact details below, or leave a comment below.
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