Phil Risher argues that businesses with poor customer service are extremely difficult to market. He emphasizes that terrible customer service prevents referrals and meaningful positive reviews, which are critical for building a strong brand; instead, businesses should focus on creating an outstanding customer experience to generate "raving fans" who refer others and drive growth.
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It's really hard to market a bad business. It's really hard to market terrible customer service. And terrible customer service lingers. You don't get referrals. You don't get people saying, like, hey, you know, you got to work with this company. Referrals are the easiest to close. Referrals don't care about the price because they already got referred in. Also, if you just do a lackadaisical job, you're not going to get reviews. People are going to leave you lousy reviews. They're not going to be explaining the service or talking about it. They might say, yeah, just click five stars and leave. Review. That's not. It's a good review, but it's not going to move the needle from building a solid brand. And so what I would stress is, if you want to focus on marketing is look at your customer experience and how can you make it amazing? How can you create raving fans for your customer and make sure that your company is the one that everyone is talking about when it comes to whatever service that you offer?
