Today it is possible to make an entire commercial transaction without talking to a single person. You can find a product online, read other customers’ reviews, purchase the product, track its shipping and receive it all without hearing another person’s voice. However at Jacobs International we believe that the human element is crucial, especially in this age of instantaneous gratification. Yes, customers have the ability to click once and have something delivered to their door, but in reality the process of buying and receiving is rarely that simple. Often times life gets in the way, and when it does that’s when that human element becomes essential in both sales and in customer service.

When it comes to sales visiting both customers and potential customers goes a long way to creating a business relationship. For a business relationship to work it must be based on mutual trust and commitment to your customer. A customer is much more likely to believe in what you say – whether it is a recommendation for a product or a solution to a problem – when they have met you in person rather than simply seeing your name in an email signature. By putting a physical presence to your name and your business you create a much more solid working relationship. Visiting your customers also shows them that you have an interest in them and in what they do. The attention you pay to them and your ability to communicate becomes the reason people not only buy from you but continue to buy from you. You don’t have to visit every customer every month but it is still important to show your customer that you are still active in the marketplace.

When it comes to customer service the human element is even more important. At Jacobs International we put the highest value on our customer service – we want our customers to be able to call with any question at any time and be able to receive an answer from a person. Customer service is essential if there is a mistake or an issue regarding a product. In those situations a customer service operation, especially one with extensive experience in the market, can not only use their understanding of the situation but technology such as shipping tracking, to make sure the product is delivered on time. The goal of customer service, especially good customer service, is to make sure that the customer is satisfied.

There is an important difference between happiness and satisfaction. The instantaneous gratification of buying something online can make someone happy but it isn’t always a feeling that stays. However, when people are in situations where they have the ability to talk to others, to have their problems worked out by people with experience, those people are satisfied. Satisfaction lasts longer than gratification and that is why we at Jacobs International insist on the human element.