Those of you who attended our Annual Conference will have heard me talk about the four pillars of the Service Nation: customer service as a business asset, a valued profession, a catalyst for a fairer society and a driver of sustainable growth.
As we approach the new financial year for many organisations, it is the perfect moment to reflect on how to deliver the idea of Service Reborn – the driving ambition of this year’s conference – and how this comes to life through our four pillars.
Today, I’d like to focus on our first pillar: customer service as a business asset.
The service experience is a pivotal driver of brand loyalty, business reputation and long-term profitability. Our extensive body of research – to use the Customer Service Dividend as a recent example – has consistently shown that those organisations which excel in customer service outperform their peers in customer retention and, consequently, in key financial metrics, including EBITDA, revenue growth, and revenue per employee.
Recognising the centrality of service to business growth is fundamental as we look to drive productivity improvements across our economy.
Change is in our hands
However, in too many organisations, customer service is still viewed as a cost centre rather than a strategic asset. It is crucial this perception shifts as we look to the future.
It’s in our hands, as customer service professionals, to ensure that this message is brought home in our own organisations.
As you make the case, the Institute will of course support you, taking the message out to boardrooms and investor communities across the nation – but we need your help to reach every part of our service economy.
Proactive service for uncertain times
The simple fact is brand loyalty has grown in importance in recent years. We are entering a new world order where many of the established norms and assumptions that once underpinned political and economic thinking are being questioned. Global risks – both known and unknown – are becoming more pronounced, adding complexity to business operations.
Strong customer service is a cornerstone of business resilience, helping companies maintain trust, adapt to change, and build the loyal customer base needed to grow. This will become even more important as AI empowers consumers to make more discerning choices based on a business’s reputation and behaviour. Consumer AI agents tailored to their preferences are around the corner, and we upend the current ways many people select the products and services they want.
Treatment of customers, employees and key partners throughout the supply chain will all be under the microscope, and doing the right thing – already the best route to sustainable profitability – will become even more essential.
Customer service is no longer a reactive function; it is a proactive enabler of business continuity. In times of uncertainty, it is the frontline engagement with customers that often determines how well a company manages its reputation and navigates potential crises. (More on this when we launch our Breakthrough Research on Customer Service Risk & Reputation next week).
By reframing customer service as a critical component of business strategy, companies can unlock sustainable growth, build trust, and manage reputation however unpredictable the external environment.
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