The importance of customer service and brand image - Business Works
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The importance of customer service and brand image

by Hayley Brooks, Managing Director, Dimensions In this article, Hayley Brooks, Managing Director of Dimensions, takes a look at what businesses across all sectors, particularly those with customer-facing staff, can do to improve their customer service and boost their brand image in a bid to reap financial benefits.

From retail to hospitality, there's always room for improvement regarding both your own staff and customer retention.

The way your brand is perceived by the public has never been more important. Brand awareness is one of the most significant factors that contribute to the successful running of a business. You want to make a great first impression that will last if you have aims to increase your consumer base and become a thought-leader in your sector.

By having an internal focus across your company, whether this is by investing in properly tailored uniforms or intensifying the training courses for your employees, there are many ways that you can enhance the customer experience to drive remarkable results.

The customer's perspective

Research has suggested that 76% of adults in Britain have said that a positive customer experience is more important than the actual product they're interested in purchasing. Although you should also be prioritising the quality of your products (to reduce returns and negative reviews), you should be constantly reviewing your current customer service methods and continually think of ways that you can improve the overall service.

you should be constantly reviewing your current customer service methods

However, it's important that businesses don't become blinded with their current delivery of customer service. According to one study, 80% of businesses already believe that they deliver a superior service to their consumers - but only 8% of shoppers actually agree with this statement.

So it's crucial that your brand makes a good first impression as 48% of consumers have stated that they are likely to become more loyal after their first purchase; if the service is good. Not only that, but if you're looking to increase your consumer acquisition rates - this is a good avenue to go down. 84% of people make a purchase because of a referral, so if your first impression is worthwhile, it could lead to additional business.

But how can you make sure that your customer service stands out from your competitors?

What your business can do?

Your company should be developing the skills of your employees to ensure that they deliver the best customer service possible in your business. This should cover ways that they interact with consumers of all kinds (race, religion, disability) and offer the most efficient service possible to show that you're a reputable brand. On top of this training, you should also make your staff aware of any new products or services that you begin to offer so that they can give customers all of the information that they require.

Although your workers are an integral part to making your business run smoothly, there are other options available too. Research has suggested that customers will spend up to 13 minutes in a store - so it's important that you deliver an exceptional service. Queues are notoriously long here in the UK and can be the biggest contributing factor to a customer's walk-out. To combat this, why not look at queue management software and point of sales service?

Particularly in customer-facing roles, uniforms are also essential to your business. You need to ensure that your employees are identifiable to customers and this can only be achieved by designing a uniform that stands out, while catering to each type of individual that works for you (considering religions etc).

By having a uniform rather than just a generic dress code, you will spend less time monitoring what employees are wearing on a daily basis which otherwise could become extremely costly. As well as this, uniforms represent your business - so you must design them in the correct way and prioritise employee comfort to ensure you receive the best delivery from them.

Remember that good customer service is vital to the success of your business. Do it right.

Hayley Brooks is Managing Director of Dimensions which specialises in corporate wear. The company dresses over four million people in the UK in corporate uniform, which is approximately 12% of the country's entire workforce. For more information, please visit:

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