From my upcoming guide – Support Kit:
When customers love you, they’re going to tell others about you. There’s a reason I rave about Media Temple when people ask me about web hosting. Every single time I contact Media Temple, their support rocks my socks off. In return, I make sure to send every person I can their way.
At the end of the day, everything you do as a company is marketing, customer support included. Say you’re looking at two identical products. Same cost, same functions, same in every way. You email one and receive an auto-responder promising a reply in 48 business hours. You email the other and you get a reply back from a human within a single hour. Which one wins your business? You’ll pick the one better at support every time just like your potential customers will.
You’ve got to be better at customer support than the other teams behind products competing against yours.