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Customer Care is not Customer Service

image credit: It’s not the most provocative blog title, but it’s a point too many in the field forget. Customer care really encompasses the client’s entire experience of your product, before and after any help lines are contacted. Clint Fontella of hubspot.com describe
Henry Craver's picture
Small Business Owner Self-employed

As a small business owner, I'm always trying to find ways to cut costs and boost the dependability of my services. To that end, I've become increasingly invested in learning about energy saving...

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It’s not the most provocative blog title, but it’s a point too many in the field forget. Customer care really encompasses the client’s entire experience of your product, before and after any help lines are contacted. Clint Fontella of hubspot.com describes the concept succinctly, writing: 

“Customer care describes how people are treated when they interact with a brand. This includes all experiences with the company and its employees before, during, and after a purchase. Customer care is an important aspect of customer service because it fosters an emotional connection with the brand's community.”

It’s easy enough to understand, but so many of us still get trapped in overemphasizing customer service. This actually makes sense when you think about it: It’s easier to focus on just one type of service, and it’s natural to want to solve customer’s problems where you hear about them: within your help system. The problem with this approach, as intuitive as it may seem, is that it’s wildly inefficient. 

We have to take a comprehensive customer care approach in order to mitigate problems before they happen. How do you do this? Focus on educating your customer base before they ever have a problem, coordinate with engineers and other branches of the utility to provide a better product from the get go, and get involved with the community to build trust and improve clients’ dispositions towards the brand. The more we do now, the less we’ll have to fix later. 

Unfortunately, the reality is that technological and budget constraints will likely keep you from giving customers a perfect experience. But there’s no excuse why you can’t connect with customers and engage them. It’s not hard, but it is cheap. So put on your boots and get to work.


 

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