This is the first in a three part series discussing customer service. 

Many businesses view customer service as a necessary evil. It is something that must be done, but it is a major pain in the butt, to be frank.

Be honest: do you ever think this way? Most business owners do, from time to time. But when you take the time to consider the situation, it’s absurd. After all, it is our customers that keep us in business. Yet, on a daily basis, many businesses don’t place enough emphasis on customer service.

That’s not my point today, however. Today, I am going to share a fantastic reason to focus on customer service, beyond the obvious.

Customer service needs to be a priority because GREAT customer service turns your customers into an incredible marketing asset!

Customers that are thrilled with your service (often known as “raving fans”) are the most effective form of marketing you can ever hope for.


Because raving fans LOVE to tell everyone they know about you. Family members, friends, colleagues… raving fans can’t stop talking about your business!

Now put yourself in the equation—when is the last time you have been truly impressed by stellar customer service from a business? I am willing to bet you have told people about the experience—and if you haven’t, you will probably do so in the future.

Raving fans are a big deal, because nothing builds trust more than organic word-of-mouth referrals. No matter how effective your website, direct mailers, or other marketing efforts may be, you still have to deal with the natural cynicism that most prospects possess.

On the other hand, when an individual hears about your business in the form of a raving review from a friend, that cynicism virtually disappears… and it becomes much, much easier to close the deal.

Raving fans can provide a substantial boost to your marketing. Sure, dealing with customers can be frustrating from time to time, but it’s worth going the extra mile to make sure that they are happy.

In the next two articles in this series, we will examine strategies that can be put in place to create raving fans for your business. Stay tuned!