Expert: Customer Service Strategic Tool, Not Just Department

At the recently held BusinessDay SME Clinic, Founder of NOVVA Media & Communications, Adaoha Njemanze, delivered a compelling address on the vital role of customer service in driving business success and sustainability.

Speaking on the topic, Customer Service Success and Strategies for Business Growth, Njemanze emphasised that customer service should no longer be viewed as just a support function, but as a core business strategy with a direct impact on brand growth, reputation, and revenue.
“Your business exists to meet a need. If you’re not offering that service excellently and consistently, you’re threatening the lifespan of your brand,” she said.

Njemanze explained how brand image is often shaped less by advertising and more by everyday customer interactions.
“As a PR professional, I’ve seen firsthand how poor customer service can undo the best marketing campaigns. What people say about your brand after interacting with you is what truly defines your reputation,” she noted.

With competition increasing across all sectors, Njemanze highlighted how businesses can set themselves apart through the quality of service they offer.

“Customer service doesn’t only solve problems; it builds loyalty, drives referrals, and supports long-term retention,” she explained.
Strong customer service, she noted, strengthens brand reputation by shaping how customers perceive the business. It helps increase retention by encouraging repeat patronage and inspires organic growth, as satisfied customers are more likely to recommend the brand to others through word-of-mouth referrals.

She also emphasised the importance of a communications strategy in achieving customer service excellence.

“Every business has a unique need. When you understand your target customer, you also understand the appropriate channels to reach them, whether that’s live chat, WhatsApp, social media, or email. As someone who has worked across media and corporate communication, I always encourage SMEs to build consistent and responsive communication frameworks,” she said.

One of the key takeaways from her session was the importance of businesses embracing customer feedback. “Feedback is critical,” she emphasised. “When customers take the time to share their experiences, good or bad, they’re giving you insight into how to grow. It’s what PR people rely on to build trust and shape narratives.”

Njemanze shared real-world observations, noting that even when products or services are not perfect, exceptional customer service can transform customer sentiment.

Speaking from her experience in managing communications across diverse sectors, including tech, lifestyle, and development, Njemanze advised business owners to hire with intention. “If customer service isn’t someone’s strength, that’s okay, and they can work behind the scenes. But those who interface with customers must be empathetic, responsive, and genuinely interested in helping.”

She urged SMEs to treat customer service not as a cost centre, but as a long-term investment. “What you’re not doing right, another business is already doing better and winning,” she further said.