The lifeline of nearly any business starts and ends with those who pay your bills – your clients. Unfortunately, most people view client support as an entry-level and basic part of a company process. That sentiment couldn’t be further from the truth.

As a startup founder, having your nose to the ground and listening to your clients, will tell you how your business is doing, foresee where it’s heading, learn what your clients want, and understand how you’re perceived as a company.

Client support does a lot more than just make clients happy. On a macro-level, it does a heck of a lot more:

1. Revenue generating opportunities

Your client support reps are the face of your company, and are the first line of defence when handling enquiries from customers. As they build this relationship with clients, they also have the best opportunity to upsell additional packages and services to clients. You’d be surprised what a few tweaks and strategic canned responses can do to your bottom line!

2. Quick support leads to higher Lifetime Value per Client (LTV)

When was the last time you sent in an email to a service provider and got a reply in a matter of minutes? Pretty rare, I know. Now imagine how you good you feel when you get that surprising quick response. That small feeling of security knowing that someone will be there when you need them plays a huge role in a client’s psyche, and will likely result in them remaining paid subscribers for a long time!

3. Building client advocates

Next to achieving results and ROI, amazing customer service is the reason why clients will tell their friends about your service. There’s nothing better than building an army of advocates who will sell your service for you- easy money!

Neglecting any of these factors as a founder, means you’re disconnected from the lifeline of your business and will usually spell disaster.