I received a very lovely note from a vendor of mine this past week. We have been doing business for a long time – probably 12 years or more. They reached out to say thank you for being their customer.

There is marketing value in good customer service, especially today. Why would I say that? There has been such an emphasis on selling online and fast delivery, that customer service has all but disappeared from today’s business enterprise. For instance, have you had a problem with a product or service you purchased and tried to get your problem resolved lately? Likely you will not be talking to a human when you begin the resolution process and, if you ever do find a live person to talk to, they likely will not know how to come up with a solution. One of the big reasons customers quit using certain brands is they feel like they are not valued by the people who work within that business.

This is why the thank you note from my vendor made an impact on me. It is a way to say they value me with a simple gesture of kindness. What does that have to do with marketing? If you are to retain your customers you have to do customer service correctly. When you do so, you will separate yourself from 75 percent of businesses that make their customers feel like they are just looking for the next sale. Marketing is all about emphasizing the differences between you and your competition. Here is an axiom of marketing: what the consumer believes about you becomes your reality. Good customer service gives good vibes to your customers. The lack of customer service does just the opposite.

The other marketing component of good customer service has to do with the fact that happy customers are the best advertising you will ever do. Happy customers return for more of what you are selling. Happy customers recommend you to their friends. Happy customers stop looking at your competition and become loyal to your brand. So many times when marketing strategies are formed, there is a lot of emphasis on attracting new business to the detriment of your existing customers. If you have a wide-open front door, but fail to market to retain your current clients, you will find you have a much larger back door – people will leave you if you neglect them.

What is the most effective way to market your customer service? First of all, take the time and effort to touch your customers after the sale is over and you have delivered your goods or services. Don’t neglect to ask them what they liked about their experience or how you could do better. That level of openness is refreshing to customers because it puts them at the front of the line in steering your brand marketing. That is the correct way to view customer service because they are the ones paying for what you do. Without them, you don’t have a business.

Second, offer your current customer base some kind of incentive to become a fan of your brand. Give them opportunities to buy from you again – maybe a discount on a regular price or an early buy of a popular brand. Entice them to come back for more.

In the end, customer service will be some of the best marketing you can do. Take advantage of the little things that help customers feel good about you. Thank your customers. Value their opinions. Give them a reason to think good things about you.