Developing excellence in customer service: Indiana’s strategic advantage
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In a state known for its Midwestern values, Indiana has seen impressive growth in business creation over the last decade. According to the U.S. Census Bureau, Indiana saw a 25% increase in new business applications from 2020 to 2022, as entrepreneurs capitalized on the state’s business-friendly climate. However, starting a business is only the first step toward long-term success. To achieve sustainability and growth, businesses—especially small businesses—must invest in one critical area: customer service excellence.
In today’s competitive market, where consumers have more choices than ever before, delivering exceptional customer experiences is not just a nice to have—it’s a strategic advantage. Research by Bain & Company shows that companies offering superior customer service generate 4-8% higher revenue than those that do not. For small businesses in Indiana, excelling in this area is the key to standing out, building customer loyalty, and achieving sustainable growth.
Small Business: The Backbone of Indiana’s Economy
Small businesses are the backbone of Indiana’s economy. They account for 99.4% of all businesses and employ nearly half of the state’s workforce. Yet, many small businesses face challenges in scaling their operations, particularly when it comes to delivering consistent and excellent customer service. With limited staff and resources, these businesses can find it difficult to train employees to provide top-tier service or to implement systems that ensure customer satisfaction at every touchpoint.
At S.E.A. Leaders Training Institute, we’ve seen firsthand the transformative impact that customer service training can have on small businesses. Our work with minority- and women-owned businesses in Indiana has underscored the need for structured, ongoing training and development in customer service excellence. When businesses prioritize customer service as part of their core strategy, the results are clear: higher customer retention, increased word-of-mouth referrals, and ultimately, a stronger bottom line.
Customer Service Excellence Drives Economic Impact
Investing in customer service training is not just good for individual businesses—it’s good for Indiana’s economy. A study by American Express found that 33% of customers are willing to switch companies after just one poor experience. For Indiana’s small businesses, losing customers due to inadequate service can be detrimental, especially in the early stages of growth. Conversely, delivering great service leads to repeat business, which is essential for revenue growth and stability.
Moreover, as Indiana continues to attract new businesses and industries, particularly in tech, manufacturing, and logistics, a culture of customer service excellence will only enhance the state’s reputation as a business hub. Businesses that train their teams to focus on customer satisfaction will find themselves retaining local customers and attracting new business from outside the state, contributing to Indiana’s long-term economic success.
Training for a Competitive Edge
The need for customer service excellence is clear, but achieving it requires deliberate effort and investment in training and development. Small business owners in Indiana must recognize that customer service is not just about resolving complaints—it’s about creating positive, memorable experiences that keep customers coming back. This requires a combination of soft skills (empathy, communication) and practical skills (problem-solving, active listening), which must be nurtured through training.
At S.E.A. Leaders, we believe that every business—no matter its size, industry, or years in operation—can achieve customer service excellence through targeted training. By investing in customer service, small businesses can gain a competitive edge that leads to increased customer loyalty, higher revenues, and greater resilience in the face of economic challenges.
The Time is Now
As we look to the future, I urge Indiana’s small businesses to prioritize customer service training as a cornerstone of their business strategy. The ability to deliver excellence in this area will be critical to sustaining long-term growth and ensuring that Indiana remains a thriving hub for business innovation and success. With the right training, small businesses across the state can enhance their operations, build stronger customer relationships, and contribute to a more robust and resilient Indiana economy.
Jennica Anderson is the CEO and Founder of S.E.A. Leaders Inc. and S.E.A. Leaders Training Institute, a transformational leader, author, speaker, and Fractional Chief Experience Officer, known as the power connector of businesses to consumers.