The Importance of Customer Service in Marketing: How to Turn Interactions Into Income
Ever walked into a business, spent your money, and left feeling… invisible?
That feeling right there—that lack of connection—is the exact reason so many small businesses miss out on repeat customers. They treat the moment like a transaction instead of what it really is: an interaction.
If you’re running a local business, your customer service is your marketing. And the sooner you see it that way, the faster you’ll grow—organically, sustainably, and with better clients.
Build longer lasting relationships with better customer service.
Thus turning your customer service into marketing and a winning strategy.
Why This Matters (And Why I Know It Works)
I’m Willis. I run Another Monday, a Baltimore-based creative marketing agency. But I didn’t start out in marketing. I started with a camera, grinding as a photographer over 15 years ago.
Since then, I’ve owned and operated four different service-based businesses, worked with hundreds more, and helped them generate leads, reviews, and real momentum—not with gimmicks, but with service that actually means something.
Across all of my businesses, I’ve consistently earned 5-star reviews, not just by doing great work—but by making people feel like they matter. From this we built customer loyalty, referrals, customer retention, and a growing base of customers for our clients.
And that? That’s the kind of marketing that actually works. Exceptional customer service isn’t difficult, especially if you build it into your systems.
It’s Not a Transaction, It’s an Interaction
Every touchpoint is a brand impression—whether someone’s calling your business, stumbling on your website, walking into your storefront, or just replying to your DM.
If you don’t treat that moment like it matters, you’re losing brand equity. You’re saying, without words: “You’re just a number.”
Action Steps:
Train your team to greet every interaction with intention.
Use scripts that sound warm and human—not robotic.
Start thinking of every conversation as a chance to make a lasting impression.
“Customer service shouldn’t just be a department. It should be the entire company.”
— Tony Hsieh, former CEO of Zappos
Customer Service Is Marketing
Here’s the truth: people don’t refer you because your service was perfect—they refer you because your service made them feel something.
According to research by HubSpot:
93% of customers are likely to make repeat purchases with companies that offer excellent customer service.
90% of customers who are happy with a brand's customer service will recommend it to others.
(Source: HubSpot Customer Service Stats)
If you want organic growth, referrals, and 5-star reviews, stop thinking about customer service as post-sale support. Think of it as frontline marketing.
Action Steps:
Review your automated messages—are they warm, helpful, and human?
Look at your follow-up process. Is it personal or generic?
Ask your team this: “How do we delight people?”
A Story from the Field: The Flower Shop That Understood the Assignment
I once walked into a flower shop with just $30 and no plan. Instead of pointing at pre-arranged bouquets and brushing me off, the florist smiled and said, “What kind of vibe are you going for? Something soft like that one, or more bold like this?”
Five minutes later, she’d created a beautiful, personalized bouquet that made me feel like I mattered. She didn’t have to do that. But she did—and I’ve gone back ever since.
That’s marketing.
Make People Feel Seen and Remembered
When was the last time a business used your name in conversation—or remembered a detail you casually shared?
It’s not just polite. It’s powerful. Studies show that hearing our own names activates the brain in ways that increase attention and emotional engagement.
“A person’s name is to him or her the sweetest and most important sound in any language.”
— Dale Carnegie
Action Steps:
Use customers’ names in emails, DMs, and phone calls.
Reference things they told you—“How did your daughter’s recital go?” hits different.
Add customer notes in your CRM or a simple spreadsheet.
Why Local Businesses Have the Upper Hand
Let’s be real—big brands and corporate franchises don’t move like you. They’ve got red tape, policies, and people who sometimes don’t even want to be there.
But you? You can adapt in real time. You can personalize. You can leave an impression.
You can beat big box stores at the game they can’t play: being human.
Action Steps:
Make sure your phone greeting feels like a warm handshake, not a cold robot.
Personalize your in-store and online experiences wherever possible.
Treat every “first touch” like a first date—you don’t get a second chance to make a good impression.
The Barbershop With the Wrong First Line
I worked with a barbershop that had solid cuts, a good space, and great barbers. But the phone greeting? Just “Hello.”
No vibe. No welcome. No “You’ve reached [Barbershop Name], how can we get you looking sharp today?”
The greeting didn’t match the experience—and that’s the kind of disconnect that can cost you business before the client even walks in.
5 Things You Can Do Today to Boost Customer Service (and Your Marketing)
You don’t need fancy software or a 10-person team. You just need intention.
Here’s what you can implement immediately:
1. Respond Faster Than People Expect
Set up notifications. Use autoresponders that are helpful, not robotic.
Surprise people with speed—it builds trust immediately.
2. Follow Up, Even If You Don’t “Need” To
The art of the follow-up is rare these days.
Checking in = showing you care.
Example: “Just thought of you and wanted to see how things are going.”
3. Make the First Impression Count
Whether it’s a phone call, email, or Instagram message—open strong.
Use warmth and clarity to disarm people and pull them in.
4. Publicly Thank Your Customers
Respond to every review (Google sees it and so do future clients).
Ask for permission to tag clients on social media and shout them out.
Use content to lift your clients up and showcase their stories.
5. Remember That Good Service Is Shareable
People share what makes them feel good.
Make moments they’ll want to tell their friends about.
Before You Spend a Dime on Ads…
Ask yourself this: Do people feel seen when they interact with your business?
Because if they don’t, no amount of paid traffic is going to fix that. You can throw thousands at Google Ads or Facebook, but if your experience is forgettable? You’re just renting attention. That’s why partnering with a Baltimore Google Ads agency ensures every advertising dollar also creates a quality customer experience, so you get more than just clicks.
But if you're creating meaningful moments at every touchpoint? You're building a brand people trust—and that trust pays you back.
This post isn’t about perfection—it’s about effort.
It's about recognizing that every small gesture, every bit of warmth, every follow-up text is a powerful part of your marketing funnel.
If you're already showing up for your customers, I’d love to hear how. Leave a comment below with one way you deliver great customer service—let’s help each other get better.
And if you’re still figuring it out? That’s okay. That’s why Another Monday exists—to help local businesses like yours build smarter systems, stronger marketing, and better relationships.
Want to talk about how we can make your business more memorable?
From building customer relationships to executing targeted Google Ads campaigns, we help cover all your marketing bases to grow your business.
