Some companies are widely recognized for not only providing an excellent product, but also excellent supplementary service. One such company is JetBlue – a low-cost American airline that is well known for nice seats, plentiful snacks and free onboard television.
And when you have a company like JetBlue that goes out of its way to make its customers feel like their needs are the most important thing in the world, those who fly the airline are often willing to make concessions in order to stay loyal to the brand.
For example, according to a 2004 article written by Inc.com columnist Norm Brodsky, he still flies JetBlue based on the company's in-person and mediated service, even if that means he has to suffer the inconvenience of traveling through secondary airports.
But, what really struck Brodsky about the JetBlue experience was that he experienced a top-down customer service initiative from the company's CEO Dave Neeleman.
According to Brodsky: "There are always more pressing matters [for a business owner]. Problems to solve, financing to arrange, people to hire, deals to make. You increasingly count on employees to handle the day-to-day relationships with customers, while you become more and more removed from them. It's a process that can undermine even the most promising young company – unless you make a conscious effort to ensure that that doesn't happen."
For Neeleman, this means acting as a flight attendant on random trips roughly once a month. However, many business officials may not be able to generate that kind of firsthand interaction with their consumers. But, fear not, because in those cases, an answering service can act as a business owner's plug to his or her consumer base.
Because an answering service is dedicated to aggressively pursuing the needs of its clients, business owners can use them as a tool to ensure that customers are being treated with the utmost patience and respect. Consequently, though a business official might not be able to serve his or her customers peanuts firsthand, an answering service can help achieve similar customer loyalty and repeat conversions.