INSTANT MBA: Without Great Customer Service, It Doesn't Matter How Good Your Product Is

Dave Hare Ooyala

Photo: Dave Hare

Today’s advice comes from Dave Hare, VP of Global Service at Ooyala, an online video technology provider, via his interview with Business Insider:“I think one of the mistakes a lot of the young up-and-coming companies make is they go and build a bunch of products and they sell them to a bunch of customers, and then they try to figure out how to provide a service to them, and it’s too late. Customers are already needing that, and a lot of customers are actually making buying decisions based on the level of service that companies can provide them.”

Customers aren’t just buying a product or service, says Hare; they’re buying an experience. Many of the newer companies fail to establish the customer service necessary to support their customers, and that’s crucial.

Hare recommends that new businesses plan ahead and manage any customer service issues preemptively. Customers like to know before they buy what kind of help will be there for them, and the companies that have quality support for their customers are the ones that will rise above their competitors.

“When you don’t have a lot of money and you’re just starting up, you want to defray any costs that you could possibly defray. But in this case… you want to look at [customer service] as a strategic advantage to help sell the product because service is truly a differentiator.”

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