The article Great Customer Service Is Key to Free Publicity by Brittney Helmrich (2014) talks of the great potential contained in satisfactory customer service as a means to market a business entity. The article analyses the response from two thirds of Americans who are keen to spend an extra 14% of costs on companies that deliver excellent customer service as compared to those which do not. It states that 46% of the respondents would tell their friends about such services and encourage them to seek them out, while 42% stated that they would seek companies that they have been referred to by others (Helmrich, 2014). The author highlights the need for companies to invest in better marketing strategies through enhanced services since the masses are always talking about companies and their execution.

            The article is vital in ensuring of creation, communication, exchange and delivering of value to customers as concerns marketing. The concerns of consumer behavior rank as one of the fundamental marketing strategies of successful businesses. The manner in which individuals or group of people select particular services and products determines the success of the marketing strategy put in place. Thus, good customer service offers a unique customer experience and this provides for an easier marketing means of promotion by the customers as the costs incurred are minimal due to communication between them (Pride and Ferrell, 2008). Once the word is spread of the excellent service, different customers from diverse origins are attracted to the products and play the distinct roles of user, buyer, and payer. In return, the company profits from the marketing tool as sales are increased through the initial influence. Negative customer experiences deter growth in sales due to poor publicity.


Helmrich, B. (2014, October 29). Great Customer Service Is Key To Free Publicity. Business News Daily. Retrieved from

Pride, W. M., & Ferrell, O. C. (2008). Marketing. Boston: Houghton Mifflin Company.

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