Strategy & Leadership

The bigger picture: Driving business growth through excellence in customer service

May 28, 2021


customer service

May 28, 2021

Adedayo Bolaji-Adio

Principal, Policy and insights

Adedayo Bolaji-Adio is a Principal and team lead for the Middle East and Africa at Economist Impact. She has over ten years of experience delivering consulting and research projects to public, private and not-for-profit organisations. She holds an MBA from the University of Oxford and a Master’s in International Economics from the Johns Hopkins University School of Advanced International Studies (SAIS).

Rapid technological innovations and new organisational models and ways of working have changed what customers have come to expect from their interactions with firms. Today’s customer expects companies to provide convenience, flexibility and personalised solutions throughout the customer journey. As a cornerstone of customer-firm interaction, the customer service function can help firms improve their internal operations so that they can effectively meet customers' evolving needs and navigate future market changes. Developing excellence in customer service has thus become an important business objective for firms seeking to strengthen their competitive advantage.

The coronavirus pandemic has further highlighted the importance of quality and efficient customer service for business continuity and growth. Amid the constant uncertainty during the pandemic, the customer service function has been a vital source of information, from supporting demand forecasting for operations to informing branding for marketing activities. For B2B businesses, for instance, ongoing customer service was vital to sustaining client operations amid lockdowns and movement restrictions, particularly in critical sectors such as medical equipment manufacturing and food packaging.

A new report by The Economist Intelligence Unit, commissioned by SAP, examines how the customer service function is supporting wider business objectives and how companies are transforming their internal operations to build customer service functions that drive growth.


Enjoy in-depth insights and expert analysis - subscribe to our Perspectives newsletter, delivered every week