In the world of modern business, outstanding customer service is the key to lasting relationships and staying ahead in the competitive race. To provide excellent customer service, one must go beyond merely addressing customer inquiries or resolving issues. Taking simple actions, such as following up with customers after resolving an issue, can elevate customer service to a new level, setting off a ripple effect of loyalty, positive word-of-mouth, and a strengthened brand reputation. 

Harvard Business Review finds that customers are willing to pay up to twenty more dollars if customer complaints are addressed within five minutes (Huang, Mitchell, Dibner, Ruttenberg, & Tripp, 2018). These enduring benefits play a pivotal role in securing the long-term success of a business in a dynamic market. 


Here are the advantages that come with offering outstanding customer service and explores how it contributes to the overall success and sustainability of a business:

Enhanced Customer Loyalty

Employees who maintain a positive and calm demeanor in stressful situations cultivate an environment of comfort and foster a sense of assurance. Employees who build encouraging, or sometimes playful relationships with customers allow customers to bask in feelings of recognition and value. Employees who take the extra step of explaining the mechanics behind a product to potential consumers make consumers feel that they are purchasing products from knowledgeable industry professionals.    When customers feel valued and well-supported, they are more likely to return for future purchases, creating long-term relationships with the brand. 

Repeat buyers may begin to use co-branded credit cards from their preferred company, which offers rewards, points, and discounts to consumers that align their spending habits with the brand.  Consumers with a co-branded credit card are more inclined to purchase from that specific company to reap the benefits of the credit card. Thus, brands gain a competitive edge to competitors who do not offer these programs. 

Higher Customer Satisfaction Metrics

There is a direct correlation between customer service excellence and high customer satisfaction scores. Customer service departments exist to monitor and improve customer satisfaction metrics as they provide valuable insights into customer preferences. This data can be extracted for analytics purposes, enabling companies to redefine their approach for customers of different demographics. Likewise, companies can use this information to refine products and services and gain a competitive edge. 


We are currently in an era of declining customer satisfaction metrics. According to Forrester Research, the average customer experience score, or CX score, declined by .7 from 2021 to 2022 (Forrester, 2022). Gaining a competitive edge in a heavily saturated market can be difficult, but outstanding customer service becomes a key differentiator. Consider the quick-service-restaurant industry. Chick-fil-A has consistently ranked number 1 in customer satisfaction for the ninth year in a row, largely thanks to their business model (Kelso, 2023). Chick-fil-A’s  business model and company policy is built around efficient and clean service with high community engagement, which includes sponsorships and events with schools, community clubs, or churches. Every franchise location is organized and meticulously supervised to effectively follow C-Suite policy and efficiently provide service. 

Businesses that prioritize customer experience set themselves apart from competitors, attracting a customer base that values the overall journey as much as the product or service itself.

The enduring success of businesses hinges on the profound advantages reaped from delivering excellent customer service, fostering loyalty, building positive brand perception, and ultimately securing a flourishing future in a competitive market landscape


Article by
Zoe Maung
Content Writer and Researcher

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