In certain markets, there are so many companies competing for customers that it can be a real challenge for one of those players to stand out and become successful. Companies in this situation typically have three potential platforms to compete on: features, price, and customer service — often in that order.

 

Nowhere is this more true than in the communications service industry. Most phone service plans (both landline and wireless), for example, use the same basic technology and offer similar features. Once features are exhausted, prices have a tendency to spiral downward to near breaking point. That leaves customer service as the last remaining differentiator.

 

Any company that figures out how to profitably offer better service than its competitors likely will be successful. That’s because, if all other differentiators are held equal, giving customers a better experience can really make a company stand out. Gaining a reputation for offering excellent customer service is definitely a positive achievement.

 

There are many aspects to customer service. People who hear that phrase tend to think of a company that is available 24/7 to offer assistance. Another aspect of customer service, though, is standing behind a product or service and offering refund or discount if the customer isn’t satisfied. Money-back guarantees can be risky, of course, since the company must be pretty sure the customer won’t bail after giving things a try.

 

But, offering a money-back guarantee for a service the lives up to its promise can be a very powerful tool. Even if the customer decides not to stick around now, he or she might be back later with the memory of a positive experience with cancellation or return. Guaranteeing a product or service and then following through on that guarantee engenders trust and can help build long-term customer relationships.

 

Excel Telecommunications (News - Alert) CEO James Cashiola definitely is a believer in money-back guarantees. His company, which provides SIP trunking solutions for businesses and resellers, offers what it calls a “90-day promise.”

 

“Our 90 Day Service Promise is Excel's guarantee that your service level will be right and worry free from day one,” Cashiola told TMCnet. “This is the most cost effective and reliable communications service promise across the United States.”

 

That’s a pretty ambitious claim, but Excel is firm about standing behind it.

 

“Within the first 90 days upon installation, if you are not completely satisfied with your Excel SIP Trunking service and performance standards, simply contact us and if we are unable to provide you with the resolution you originally requested, we will release you from your contract - no questions asked,” Cashiola said.

 

To learn more about Excel’s services, please visit the SIP Trunking channel on TMCnet, brought to you by Excel.

 

 

 

 

 

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