Direct Line Blog

When Customer Service Is Marketing

Share this article:
When Customer Service Is Marketing
When Customer Service Is Marketing

Crises are times that can bring people together. They can also be a time that businesses can deepen customer loyalty.

Proactive customer service is basically a form of loyalty marketing. Companies that take a proactive approach to service, especially in a crisis situation, certainly aren't doing it thinking, “This'll be great marketing,” but often that's the outcome.

Over the past few days, for example, I've received a series of emails from Citibank with the simple message, “We're here to help.” Along with expressing its concern for customers, the bank explained that it's temporarily waiving fees, increasing mobile deposit limits, providing access to CDs, and the like to help its customers weather the aftermath of the Hurricane Sandy. Similarly, Jet Blue has sent it True Blue members an email extending its well wishes and offering to temporarily waive change and cancellation fees for customers affected by the storm who need to rebook.

Lot 18, a flash sale site based in New York that sells wine and the like, sent an email to customers earlier this week explaining that its staff was working from home and would do its best to respond to all customer service inquiries as quickly as possible. Also, Time Warner Cable sent an email with its plans for restoring service to customers impacted by the storm.

These are just a few examples of companies that are engendering loyalty by proactively connecting with customers during a time of crisis. It would be easy to charge fees and delay service. But these companies are showing their customer-centric side instead. And, most certainly, appreciative customers will respond by feeling a bit more loyalty to the companies standing by them.

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

All the Post Office Needs Is a Little Repackaging

All the Post Office Needs Is a Little ...

If big mailers want Standard Mail prices kept in line, they need to root, root, root for the Postal Service shipping team. It trails UPS and FedEx by $6 per ...

The State of B2B Marketing Automation

The State of B2B Marketing Automation

Adoption of marketing automation in B2B varies widely by industry—as does the perception of its value.

Do You Really Know What Motivates Your Customers?

Do You Really Know What Motivates Your Customers?

Direct marketing is about understanding customers enough to drive them to act; Walk the Walk is a distinctive example.