A blaring example is the growing call center industry. Why invest in full-salary employees with benefit packages for in-house customer service reps when you can outsource to India at a fraction of the cost?

Here’s why: Not only are you going to frustrate your customers and weaken your relationship with them, you are going to lose a precious opportunity to strengthen your customer’s commitment to your brand.

Plus, you make it easy for your competition to steal your market share:

• Online retailer Zappos has grown by a staggering annualized growth rate of 7,800% over the past 8 years, growing sales to over $1 billion. Its stellar in-house customer service team provides a powerful competitive advantage.
• L.L. Bean has always been known for world-class customer service. I’ve been a loyal customer for over a decade and can attest to the fact that I’ve never waited on hold for more than a few seconds. You automatically get a knowledgeable customer service reps who is also an L.L. Bean Brand Lover.
• DVD-by-mail provider Netflix has dominated the industry they invented and their online customer service, rated #1 by Nielsen Online, has helped them grow to almost 10 million subscribers. Realizing that their savvy customers prefer addressing customer service issues online, Netflix has anticipated virtually every potential issue and set up easy and quick ways to solve customer problems.

Every touch point matters. Your call center is just one touch point, but it’s a big one. Your website, advertising and packaging—everything you do either reflects your brand and strengthens your customer’s bond, or weakens it.

Related posts:

1. The Human Side of Business
2. The Willingness to Genuinely Serve Your Customers
3. Seven Steps to Customer Loyalty