When good customer service is not enough to attract and retain clients.

This week I cancelled my subscription to a SaaS service.

And it wasn’t because of
👉 Cost: I was willing to pay a premium
👉 Product features: Of course there were things I felt were missing, but overall it was solid.
👉 Quality: Nope, it was stable, fast and secure.
👉 Customer service : They had great email and chat support that was helpful and friendly.

It had to do with one of their policies.
I won’t get into it and I actually understand why they have it.

Nevertheless, I knew that one of their competitors did not have this policy in place.

So I switched.

What does this have for Manufacturing, E-commerce or other B2B companies?
A lot.
Let me give you a few examples to think about:

𝐌𝐚𝐧𝐮𝐟𝐚𝐜𝐭𝐮𝐫𝐢𝐧𝐠
❓What is your warranty policy?
Is it the same as your competition or is it better?

𝐄-𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞
❓What is your return policy?
How easy is it to process returns?
Do I have to fill out a huge RMA form and fax it to you or can I do it easily online?

𝐁𝟐𝐁 𝐒𝐞𝐫𝐯𝐢𝐜𝐞𝐬
❓What is your contract exit terms?
Is it your policy to lock people into a yearly contract or do you allow your clients to cancel without some huge penalty?

And what does this have to do with marketing?
Well, it has to do with the messaging.
It’s about explaining why your company is superior vs your competition.

Great customer service, cost, product quality, features are often cited as a key differentiators for marketing to use in the campaigns we run.

But that may not be enough to keep or attract your customers.
✅ Your business policies are also a decision factor in the purchasing decision.

So as part of your marketing strategy, look beyond the features/benefits of your service or product or how awesome your customer service is.

Look at your company policies that determines how easy or how difficult it is to work with you.

Your company policies may be hurting your sales.