I am just reading the print edition of the August/September issue of the Rural Living magazine (online edition here). The following editorial piqued my interest and confirmed what I know is generally true with most customer support.

Although this article is aimed at New Zealand businesses, anecdotally, I know the state of customer support elsewhere is not drastically different.

It is an excellent opportunity for clever companies to genuinely value customer support, make it easier for customers to contact them, and bring their business to them instead of dealing with an apathetic competitor who won’t listen and is inaccessible to customers.

I am employed by one such nice company which values customer support, and I know many more organisations that see customer support as a competitive advantage.