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Traditionally, the Customer Support function has been the unsung hero of business, for a very simple reason: the customer neither sees nor envisages a problem at the point they hand over their money. 

When you get a mortgage, buy a dress or book a flight, you don’t exhaustively assess a business for its quality of service. At this stage, we are still much more likely to think about price, product quality and features as our main points of comparison.

But anyone who has worked in a call centre or on a helpdesk knows how important the support function is; often the last opportunity to rescue a negative situation and lock down a customer for life.

However, the role of Customer Support as a hidden asset has been changing for much of the last decade. 

Providing your customers with excellent customer service is extremely important. It can inspire loyalty, trust and encourage them to recommend your services to others. Word of mouth is a powerful marketing force that you shouldn’t underestimate. That’s why you have to make sure, that your...