The Power of Customer Service in Shaping Industry Growth

In today’s competitive landscape, customer service is not just a department or an afterthought but a cornerstone of a company’s success and a key determinant of its reputation and growth. Companies prioritising customer service establish a loyal base and build long-term success by creating positive experiences that resonate deeply with consumers. My own experiences with two of the most recognizable brands—Apple and Amazon—demonstrate how customer service can not only solve problems but can also foster trust and influence consumer choices, eventually shaping industries on the growth path.

Apple: A Case of Exceeding Expectations

In 2013, I purchased a 2nd or 3rd generation iPad from an Apple store in London under a contract that locked the product for 12 months. After about nine or ten months, I was preparing to move back to India and visited an Apple store on Oxford Street to inquire if I could unlock the iPad early by paying the remaining balance. I was fully prepared to pay the required fee and simply wanted to have the device unlocked. However, the experience I had far exceeded my expectations.

The customer service executive at Apple listened to my situation patiently and took my iPad, which had visible wear and tear, into the back room. Within minutes, they returned, not with the same iPad unlocked, but with a brand-new device. They informed me that the payment would be managed by the credit card team, and I was left with not only a new iPad but a deep sense of loyalty toward the Apple ecosystem.

This experience encapsulates Apple’s customer service ethos—exceeding expectations and making customers feel valued. By solving my problem in a way that went beyond what was necessary, Apple left a lasting impression on me, reinforcing the idea that great customer service is about more than just resolving issues; it’s about delighting the customer.

Amazon: Rewarding Honesty and Improving Processes

Another memorable customer service interaction occurred with Amazon when I accidentally received more products than I had ordered. I had purchased health products for my grandmother, and instead of two items, I was delivered four, with each item priced around INR 800-900. Thinking it was a possible 1+1 offer, I checked the package and the website but found no such promotion. I contacted Amazon’s customer service, explaining the situation and expressing my willingness to pay for the extra items.

Amazon not only appreciated my honesty but also facilitated the extra payment through a simple link. The following day, I was surprised with an INR 5,000 gift voucher as a token of gratitude. More importantly, this experience likely helped Amazon improve its processes to prevent future logistical errors. E-commerce platforms often face challenges with incorrect orders and logistical mishaps, which can result in significant revenue losses. According to some estimates, these errors can cost retailers billions annually, underscoring the importance of continuous improvement and customer feedback【15†source】.

Both experiences, one with a technology giant and another with an e-commerce powerhouse, underscore the importance of not just solving issues but going above and beyond to foster trust and loyalty. These interactions have profoundly influenced my perspective on customer service. In my work, I strive to deliver the best experience in every task, be it professional or personal. Whether it’s playing sports, working out, or travelling, I consider myself a customer, constantly seeking to improve and enhance engagement.

The Growing EV Market: Challenges in Customer Service

Shifting the focus to current trends, customer service plays an even more critical role in industries on the growth path, such as electric vehicles (EVs). One recent example that highlights this is a leading EV scooter manufacturing company in India, which is aggressively expanding its presence in the fast-growing EV market. While the company’s sales have skyrocketed, its customer service infrastructure has not grown at the same pace.

Over the last two years, this EV manufacturer has sold over 150,000 scooters, riding the wave of enthusiasm for sustainable and eco-friendly transport. However, the number of service centres and trained professionals has not kept up with this growth, resulting in long wait times and inadequate service for customers. Since the technology is still new, independent repair shops are rare, forcing customers to rely heavily on the company’s own service centres.

The lack of adequate customer support in the emerging EV sector is a serious concern. Traditional vehicles benefit from an extensive network of service professionals and workshops that EV owners simply don’t have access to yet. This gap in service can undermine the growth of the EV industry, as customers who have bad service experiences are more likely to resist adopting new technology and may even return to purchasing traditional vehicles. It becomes a vicious cycle where poor service hampers trust in the technology and slows the overall adoption curve.

The Importance of Service Support in New Industries

When an industry is still in its infancy, such as the EV or 3D printing industries, effective customer service and education are critical to fostering trust and adoption. During my time as the founder of a 3D printing solutions company, I witnessed firsthand the consequences of poor customer education. A company I collaborated with was selling low-cost 3D printers, intending to play the low-cost, high-volume game. However, the complexity of operating a 3D printer compared to a mobile phone was underestimated. Without adequate customer support and education, users struggled to operate the machines, resulting in negative reviews and slow adoption.

This experience mirrors what we’re seeing in the EV space today. Customers are hesitant to embrace new technologies when they encounter obstacles, and poor customer service only exacerbates these challenges. This is why industries in their growth phase must strike the right balance between sales and service. A brand’s reputation hinges on its ability to support customers through every step of the adoption process.

The Role of Customer Service in Shaping Industry Trust

As we look at industries like electric vehicles and 3D printing, it becomes clear that the importance of customer service extends far beyond resolving complaints. Customer service directly impacts how new technologies are perceived, and in some cases, a negative customer service experience can create a network of distrust, slowing industry growth. In the case of EVs, where the technology is still unfamiliar to many, a failure to provide adequate service can lead to resistance, as customers who have had bad experiences share their concerns with others.

In industries where customer trust is essential for growth, customer service must be prioritized at every stage of the product lifecycle. Companies must not only address customer issues but proactively invest in building service networks and educating users about their products. Governments and private players must also collaborate to create supportive ecosystems that encourage adoption by making maintenance and repairs more accessible.

Conclusion: Building for the Future with Customer Service at the Core

For any industry on the growth path, customer service is not just a supporting function—it is a critical differentiator. As demonstrated by my experiences with Apple and Amazon, excellent customer service can create lifelong loyalty and elevate a brand’s standing in the market. However, as we’ve seen with the electric scooter industry, failure to prioritize customer service can undermine even the most innovative products.

In emerging markets, where new technologies are still being introduced, customer service must be at the core of business strategy. Whether through robust service networks, customer education, or proactive problem-solving, businesses must ensure that they are equipped to meet the needs of their growing customer base. Only by doing so can they build the trust and loyalty necessary to drive industry growth and achieve long-term success.

Improving Customer Support: Solutions and Global Best Practices

In a growing industry, customer service excellence is not just a “nice to have,” it’s a necessity for scaling successfully. Below is a table outlining possible solutions that could be implemented to enhance customer support, along with examples of similar practices from around the world and their demonstrated impact:

By adopting these solutions, companies in emerging industries like EV manufacturing can effectively tackle the challenges associated with scaling customer support. These global examples show that investing in customer service infrastructure not only improves customer retention but also contributes to the growth and adoption of new technologies, ensuring long-term success.