Providing excellent customer service and strong security practices is crucial for businesses that operate in the IT industry. MSPs, SaaS companies, cybersecurity firms, and Cisco partners have to ensure that their customers can rely on them to provide top-notch service while keeping their data secure. In this blog post, we will explore why customer service and security practices are essential for these businesses, and we will provide real-life examples and statistics to support our claims.
As a marketer, it’s important to understand that while we may have loyal customers and friends in our business, enemies can accumulate just as easily.
In fact, research shows that it takes 12 positive experiences to make up for one negative experience, which means it’s crucial to stay on top of our game to avoid accumulating enemies.
Let’s look at a live example: Facebook. As one of the largest social media platforms in the world, it has accumulated a fair share of enemies over the years. In 2021 alone, Facebook faced several lawsuits, including one from the Federal Trade Commission and a coalition of 48 attorneys general accusing the company of anticompetitive behavior.
Despite having over 2.8 billion monthly active users, Facebook still faces criticism from users, governments, and other companies. This is a clear example of how enemies can accumulate, even for a powerhouse like Facebook.
McDonald’s turned its haters into advocates with its “Our Food, Your Questions” campaign, which invited customers to ask questions about the quality of its food. The campaign led to a flood of negative comments, but McDonald’s responded promptly and professionally, addressing each concern with transparency and honesty. As a result, the campaign generated over 12 million visits to its website and helped to improve the perception of the brand.
Now, let’s bring this back to your business. It’s important to remember that negative experiences can quickly turn into negative reviews, social media posts, and word-of-mouth recommendations, all of which can hurt your sales and marketing efforts.
So, what can you do to prevent accumulating enemies? The key is to provide excellent customer service and consistently exceed your customers’ expectations. This means responding promptly to inquiries, resolving issues quickly and efficiently, and going above and beyond to make your customers happy.
By prioritizing your customers’ satisfaction, you can avoid accumulating enemies and instead build a strong base of loyal customers who will refer their friends and family to your business.
As a marketer, it’s crucial to remember that enemies can accumulate just as easily as friends can come and go. By prioritizing customer satisfaction and avoiding negative experiences, you can build a strong base of loyal customers and avoid accumulating enemies that can hurt your sales and marketing efforts.
For MSPs and SaaS companies, providing excellent customer service is crucial to retaining clients and avoiding negative experiences. According to a study by Microsoft, 56% of consumers have stopped doing business with a company due to poor customer service. This means that even one negative experience could cost you a valuable client.
To avoid this, make sure you have a strong support team in place to handle customer inquiries and issues promptly and efficiently. This could include offering 24/7 support, implementing a ticketing system, or even investing in chatbots to provide quick responses.
For cybersecurity firms and network security companies, the consequences of negative experiences can be even more severe. According to a study by Ponemon Institute, the average cost of a data breach in 2021 was $4.24 million.
Airbnb turned a negative experience into a profitable opportunity by addressing racial discrimination among its hosts. After receiving criticism for hosts rejecting guests based on their race, Airbnb implemented a nondiscrimination policy and a new feature that allows guests to book without revealing their profile picture. This move helped to improve the reputation of the brand and attract a more diverse customer base.
To avoid accumulating enemies and potentially costly data breaches, it’s crucial to prioritize cybersecurity and network security best practices. This could include implementing multi-factor authentication, conducting regular vulnerability assessments, and investing in employee training to avoid human error.
For Cisco partners, providing excellent customer service and prioritizing cybersecurity and network security best practices are key to building a strong relationship with clients. According to a study by Cisco, 80% of customers are willing to pay more for a better customer experience.
To sell more products and services as an MSP, cybersecurity firm, or Cisco partner, focus on providing a comprehensive solution that includes excellent customer service and top-notch security practices. By prioritizing these elements, you can differentiate yourself from competitors and build a loyal customer base that will refer you to their network.
While enemies may accumulate, MSPs, SaaS companies, cybersecurity firms, and Cisco partners can avoid negative experiences and build a strong base of loyal customers by prioritizing excellent customer service and strong security practices. By implementing these best practices, you can sell more products and services and build a successful business in the technology industry.
As the saying goes, “smart marketers use their haters for profit.”
While it’s important to avoid accumulating enemies, there are ways to use negative feedback to your advantage and turn haters into customers or even brand advocates.
Here’s how to use negative feedback to your advantage
- Monitor Your Brand Mentions: The first step in using your haters for profit is to monitor your brand mentions across social media, review sites, and other platforms. Use tools like Google Alerts or social listening tools to track when your brand is mentioned, both positively and negatively.
- Respond Promptly and Professionally: When you come across negative feedback or criticism, it’s important to respond promptly and professionally. Avoid getting defensive or engaging in arguments, as this will only fuel the fire. Instead, acknowledge the feedback and offer a solution or an explanation.
- Address the Root Cause: Use negative feedback as an opportunity to improve your product or service. If you’re seeing a common complaint or issue, take steps to address it and communicate the changes to your customers.
- Turn Critics into Advocates: If you’re able to address the root cause of negative feedback and provide a positive experience, you may be able to turn haters into brand advocates. Reach out to the individual and thank them for their feedback, offering a discount or other incentive to give your product or service another try.
- Use Negative Feedback for Social Proof: Believe it or not, negative feedback can actually be used as social proof. By including negative feedback and how you addressed it in your marketing materials or on your website, you can show potential customers that you’re transparent and willing to make changes to improve the customer experience.
- Leverage Controversy for Publicity: In some cases, controversy can actually be used to generate publicity and buzz for your brand. If you’re able to handle criticism with grace and use it to improve your product or service, you may even see an increase in engagement and connections with your audience.
By following these steps, you can turn negative feedback and haters into a positive for your brand. Smart marketers know that it’s not about avoiding criticism, but how you handle it that matters. Use negative feedback as an opportunity to improve and show your audience that you’re willing to go above and beyond to provide an excellent customer experience.
“Build bridges, not walls” is a powerful reminder that treating unhappy customers well is crucial for attracting new ones.
Here are some tips for handling unhappy customers in a way that can actually help you build a stronger brand and attract new customers:
- Listen carefully: When an unhappy customer comes to you with a problem, take the time to really listen to their concerns. Let them tell their story without interrupting or becoming defensive.
- Show empathy: Acknowledge the customer’s frustration and show them that you understand how they feel. This can go a long way toward diffusing the situation.
- Apologize sincerely: If your company made a mistake or let the customer down in some way, apologize sincerely. Avoid making excuses or blaming the customer.
- Take action: Once you understand the customer’s issue, take action to address it. This might involve offering a refund or replacement product, or simply taking steps to improve your service in the future.
- Follow up: After you’ve taken action to address the customer’s concerns, follow up with them to make sure they’re satisfied. This shows that you’re committed to providing excellent customer service and can help build trust with the customer.
By handling unhappy customers in a thoughtful and compassionate way, you can actually strengthen your brand and attract new customers. People are often more likely to do business with a company that shows that they truly care about their customers and are committed to providing excellent service.
Remember to build bridges, not walls, and treat every customer as if they’re the most important one you have.
Listening with an open mind is crucial when receiving criticism, as it allows you to gain a deeper understanding of your customers’ or clients’ perspectives. According to a study by the Harvard Business Review, customers who had their complaints resolved quickly and satisfactorily were more likely to become loyal customers than those who never had a problem in the first place. This highlights the importance of not only listening to feedback, but also taking swift action to address it.
In responding respectfully to criticism, it’s important to avoid getting defensive or dismissive. This can be challenging, as criticism can sometimes feel like a personal attack. However, it’s important to remember that the criticism is about your product or service, not about you as a person. By reframing the criticism in this way, you can approach it more objectively and respond more effectively.
Using criticism to improve is an essential part of the process. In fact, according to a survey by Salesforce, 64% of customers expect companies to respond to feedback and take action to improve their products or services. By taking the feedback seriously and using it to make positive changes, you can not only address the concerns of your customers or clients, but also improve your business overall.
Taking action is an important step in the process, as it demonstrates that you’re listening and taking the feedback seriously. For example, if a customer complains about a product defect, taking action might involve issuing a recall or providing a replacement product. If multiple customers provide feedback about the same issue, taking action might involve revising your product design or improving your manufacturing process.
Following up after taking action is a key way to show your customers or clients that you value their input and are committed to providing excellent service. According to a study by Bain & Company, customers who had a positive service experience were more likely to recommend the company to others than those who had a negative experience. By following up and ensuring that the customer is satisfied, you can not only retain their business, but also potentially gain new customers through word-of-mouth referrals.
According to a survey by Salesforce, 64% of customers expect companies to respond to feedback and take action to improve their products or services.
As an example, consider the case of Apple’s “Antennagate” controversy in 2010, where customers complained that the new iPhone’s antenna caused signal problems. In response, Apple CEO Steve Jobs held a press conference where he apologized for the issue and offered free cases to all iPhone 4 customers. This swift and decisive action not only addressed the concerns of customers, but also helped to improve Apple’s reputation for customer service.
By listening with an open mind, responding respectfully, using criticism to improve, taking action, and following up, businesses can turn criticism into a valuable tool for growth and improvement. By prioritizing customer feedback and taking it seriously, businesses can build stronger relationships with their customers and ultimately achieve greater success.
Customer Satisfaction by industry.
Managed Service Providers (MSPs) rely heavily on customer loyalty as their primary business model is based on long-term contracts with clients. Providing high-quality customer service is essential to building a loyal customer base. According to a survey conducted by Barracuda MSP, 69% of respondents cited customer service as the top reason they stay with their MSP. Here are a few examples of MSPs that have built strong customer loyalty through their customer service practices:
- ConnectWise: ConnectWise is an MSP software provider that offers a range of tools to help MSPs manage their clients. Their customer service team is available 24/7, and they offer live support through chat, phone, and email. ConnectWise has a 96% customer retention rate, which is a testament to the quality of their customer service.
- Continuum: Continuum is an MSP that provides a range of IT services, including network management, security, and backup and disaster recovery. They have a customer satisfaction rating of 98%, which is impressive considering they have over 5,000 clients.
Software as a Service (SaaS) companies also rely heavily on customer loyalty as their business model is based on recurring revenue from subscription-based services. Providing high-quality customer service is essential to retaining customers and reducing churn rates. According to a survey by Zendesk, 87% of respondents said that a positive customer service experience makes them more likely to stay with a company. Here are a few examples of SaaS companies that have built strong customer loyalty through their customer service practices:
- HubSpot: HubSpot is a SaaS company that offers a range of marketing, sales, and customer service software tools. They have a customer satisfaction rating of 96%, and their customer service team is available 24/7.
- Salesforce: Salesforce is a SaaS company that provides customer relationship management (CRM) software. They have a customer satisfaction rating of 95%, and their customer service team is available 24/7.
Cybersecurity firms provide critical services to protect their clients’ sensitive data and systems from cyber threats. Building a loyal customer base is essential to their success, as customers need to trust that their cybersecurity provider can protect them from threats. According to a survey by TrustRadius, 79% of cybersecurity buyers consider vendor support and customer service to be important factors when selecting a cybersecurity solution. Here are a few examples of cybersecurity firms that have built strong customer loyalty through their customer service practices:
- Palo Alto Networks: Palo Alto Networks is a cybersecurity company that provides a range of solutions to protect against cyber threats. They have a customer satisfaction rating of 97%, and their customer service team is available 24/7.
- CrowdStrike: CrowdStrike is a cybersecurity company that provides endpoint protection solutions. They have a customer satisfaction rating of 96%, and their customer service team is available 24/7.
Cisco partners are companies that resell and provide services for Cisco products. As a trusted partner, Cisco partners need to provide exceptional customer service and support to their clients to build and maintain a loyal customer base. According to a survey by Cisco, 68% of customers consider customer service to be a critical factor in their decision to do business with a Cisco partner. Here are a few examples of Cisco partners that have built strong customer loyalty through their customer service practices:
- World Wide Technology (WWT): WWT is a Cisco partner that provides a range of IT solutions and services. They have a customer satisfaction rating of 96%, and their customer service team is available 24/7.
- CDW: CDW is a Cisco partner that provides technology solutions for businesses, government, education, and healthcare organizations
MSPs, SaaS companies, cybersecurity firms, and Cisco partners must prioritize customer service and security practices to succeed in today’s competitive market. By providing excellent service and implementing strong security measures, they can build trust and loyalty with their customers. Investing in customer service and security practices can lead to increased customer satisfaction, retention, and business growth.
- Sources on the benefits of using agile methodologies:
- Agile Alliance. (n.d.). What is Agile? Retrieved from https://www.agilealliance.org/agile101/
- Scrum Alliance. (n.d.). What is Scrum? Retrieved from https://www.scrumalliance.org/why-scrum/core-scrum-values-roles
- Sources on how technology has impacted the business world:
- Deloitte. (2021). Tech Trends 2021. Retrieved from https://www2.deloitte.com/us/en/insights/focus/tech-trends/2021/technology-trends-business-transformations.html
- McKinsey & Company. (2021). The technology-enabled transformation of work: The future of work is not just about remote. Retrieved from https://www.mckinsey.com/business-functions/organization/our-insights/the-technology-enabled-transformation-of-work-the-future-of-work-is-not-just-about-remote
- Sources on the importance of customer service and security practices for MSPs, SaaS companies, cybersecurity firms, and Cisco partners:
- Forbes. (2020). How MSPs Can Build Customer Loyalty With Excellent Service. Retrieved from https://www.forbes.com/sites/forbestechcouncil/2020/07/29/how-msps-can-build-customer-loyalty-with-excellent-service/?sh=4c7e4f814f15
- CloudBees. (2018). Why DevOps Security Matters. Retrieved from https://www.cloudbees.com/blog/why-devops-security-matters
- Cisco. (2021). Building a Secure Business. Retrieved from https://www.cisco.com/c/en/us/products/security/secure-business.html
- TechTarget. (2017). Customer loyalty program best practices: Keeping customers and building loyalty. Retrieved from https://searchcustomerexperience.techtarget.com/feature/Customer-loyalty-program-best-practices-Keeping-customers-and-building-loyalty
Critical Resources for Cybersecurity Sales and Marketing
- Friends Come And Go, But Enemies Accumulate. Turning Negativity into Positivity: Strategies for Success in Any Industry
- Jobs Resistant to Automation and Artificial Intelligence: A Guide to Future-Proof Careers
- How ChatGPT Can Help Startups and Small Business Owners Generate a Strong USP to Drive Growth and Success
- How to Prevent Cheating Using ChatGPT and Other AI Platforms
- The Art of Tailoring Your Marketing to Your Target Audience
- Maximizing Marketing and Sales Results in Cybersecurity By Targeting the Right Industry
- Using Social Media for Professional Growth
- Improve Your SEO and Content Marketing Expert Tips and Guidance
- Webinar Marketing Best Practices Guide
- What is cold calling? How It Works, Tips and Best Practice in Variety of Industries
- Boosting Engagement: The Power of LinkedIn Hooks: Tips and Strategies for Businesses of all Industries
- Gaining a Competitive Edge through Local Chamber of Commerce Membership for Businesses
- Tech Jokes: A Collection of Computer, Network, Infrastructure, Cybersecurity and ChatGPT Humor
- How to market Cisco network security products and how employee can help with marketing
- Marketing Cisco Network Security in the Digital Age: Utilizing Social Media, Digital Marketing, and Events
- SEO and Content Marketing Advice for Cyber Security Services
- How to Choose a Reliable Cybersecurity Company
- How to Measure and Justify Your Cybersecurity Investment and Return on Investment (ROI)
- Marketing for Cybersecurity Company
- Advertising and marketing services for businesses in any industry
- Cybersecurity marketing strategy for healthcare industry
- Cybersecurity Conferences, in-person events, virtual summits, webinars and workshops
- Whiteboard and Cartoon Animation Production, Videos Marketing for Any Industry
- Cybersecurity News, Marketing Blog and Events