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Is Customer Service really a deciding factor in the Purchasing Process?

Is Customer Service Really A Deciding Factor in the Purchasing Process?!

Buying is an emotional decision as much as practical. As well as offering the right product or service, it’s about having the right people in place to deliver a great level of customer service.

Recently I bought a new car from a dealership with a number of branches in the area. Before now I’d been to the showroom a bit further afield as I’d not had great service at the local branch but I thought I’d give my local dealership another try – you never know, they might have improved. And am I glad I did?! A warm welcome greeted me when I walked through the door, the offer of a hot drink before they knew I was in the market to buy and not an eye-lid batted when I asked if I could take one of the demo models for a test drive out to my house to check my cello would fit in. Thankfully, the cello did fit and I loved the car, so decided to buy it..

The whole purchasing process was made really straightforward and not once did I have to get up from my comfy chair to sign any of the paperwork – everything was brought to me while I sipped my freshly made cup of tea. It’s almost as if they were making it easy for me to buy. Imagine that, making the decision to buy a car an easy choice!

When I went to collect my lovely new SUV I felt like the only person to ever buy a car from them. The manager came out to congratulate me, photos were taken for their social media channels and I received the biggest bouquet of flowers. I’ve bought a new car before so sort of expected the flowers yet it still made me feel valued as a customer and the appreciation from their team was a really warming sentiment. .

So, in telling of this tale, was their good customer service really a deciding factor in my purchasing decision? 100% yes. I could have bought from anywhere but their customer service levels instilled a sense of loyalty in me – I wanted to give them my custom, they’d worked hard for it! Could I have got a better deal elsewhere? Possibly. Did I want to try? Not really. Why would I when I knew I’d be looked after here and their people understood me, my objectives and my expectations?! Buying is an emotional decision as much as practical. As well as offering the right product or service, it’s about having the right people in place to deliver a great level of customer service.

80% of the sales decision is based upon emotion.

"I could have bought from anywhere but their customer service levels instilled a sense of loyalty in me."


Article by Keane Creative

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