This is a guest contribution by Simon Lidzén, CEO & Co-founder FAST TRACK. If you would like to submit a contribution please contact Bill Beatty for submission details. Thank you.

What if I would tell you that customers who engage with customer support and are satisfied with the help they receive, are far more likely to recommend your brand to a friend or colleague? In this article I am looking to explain why customer service is your key to sustainable growth.

I was once told a great story that compared BMW and Toyota. Toyota had far less problems with their cars compared to BMW, yet more customers were likely to recommend BMW to a friend or colleague. How can this be? Well… any customer that visited a BMW service center was treated so well, that they did not fear having future problems with their car, and as a result they were far more likely to recommend the brand.

No one is perfect and your customers will experience problems whilst using your site no matter how much you invest in quality assurance or engage with usability experts to design the best user flows. It is simply impossible to get away from. When your players experience problems, whether it be caused by poor usability or site bugs, you can either fly or fall with your customer service depending on your approach.