While excellent quality can get people in the door, it won’t keep them inside if customer service falters. High product quality in and of itself contributes to the quality of customer service. After all, people have to like, trust and respect the product first and foremost. Customer service must support, not detract.

Label form and functionality are part of the customer service equation. Labels that are easy to read, aesthetically pleasing and impactful, informative, entertaining, and helpful can score very high with consumers.

A Newsweek “America’s Best Customer Service 2020” article sums up the customer service challenge: “In the course of a day there are any number of interactions that can darken your mood. One thing that brightens it? Dealing with a company that treats you respectfully, one that prioritizes your needs and knows how much you value your time. They expect to accommodate you – not the other way around.”

Salesforce’s article, “7 Best Practices for Top-Notch Customer Service…How to give every customer white-glove treatment” expands on the customer service theme, noting: “Customers today are proactive: They do their research and take control of their journey. They can either sing your praises on social media and other feedback channels or make it loud and clear that they are unhappy.

“Customers want to be treated as individuals, not as numbers. That’s why relationships matter so much, whether you are a startup or a global enterprise. To establish friendly familiarity in the age of digital-first experiences, it’s all about the best customer service possible at every touchpoint along the way…Personalize the relationship…Your CRM tools are invaluable to personalize customer interactions.”

Labels can be extremely valuable to personalization, as well. From the days when consumers could go to website addresses listed on labels or scan QR codes, labels have promoted interactive experiences. People can communicate their preferences, access information valuable to them, and get recommendations based on personalized profiles.

Now, with the advent of such advanced technologies as Augmented Reality and track-and-trace, labels have evolved into sophisticated communication, educational, anti-counterfeiting, and relationship-building tools. Using a simple smartphone app, consumers can verify product authenticity – along with manufacturers and other authorized parties on the supply chain. And, they can access information both educational and entertaining. Special interactive tools can help product manufacturers personalize their customers’ experiences – and consequently enhance relationships along the way. All of this is vital to establishing and maintaining solid customer service.

Another area where labels are enhancing traction is offering a variety of channels that consumers can access for customer service and account management. Notes the Salesforce article: “Meet customers anywhere. Omni-channel customer service experiences are the norm. Do your research to find where your customers are and how they want to interact – by phone, text, social media, live web chat, online forums, and a wide variety of other options. Equip your customer service department with a powerful CRM platform to reach customers on their preferred channels.”
Salesforce also recommends that companies, “Nail your first impression…When a customer has a positive (or negative) experience, they have a lot of power over your reputation and bottom line. They’ll share stories about their experiences, carefully choose which businesses they give their money and time to, and recommend products and services based on personal and subjective experiences.”

Labels are a natural and powerful force to provide a memorable and positive first impression. Ability to get valuable disclosures, and impactful messaging and graphics that help a brand stand out from the crowd are just two ways labels can be a positive force in buyer decision-making. With more advanced technology, labels also can rev up social media interaction, providing insights into what others think of a particular product and/or enabling buyers to share their opinions.

In the world of Augmented Reality, the entertainment and informative value tied to labels can be robust. One recent example came from masterofmalt.com/blog: “How does ‘taking a dive into a black cherry and vanilla gin pool’ sound? Or venturing on the mountain of Ben Ledi to learn about its spirit? To be honest, most people would probably sign up for a tour of that box factory from The Simpsons just to get out of the house. But you don’t have to leave the comfort of your couch to witness the above. These are virtual experiences, housed in the label of a gin bottle.”

The article continues, “McQueen Gin bottles, to be exact. The Scottish gin brand has announced today the launch of its revamped core range, complete with labels equipped with shiny new augmented reality technology. Here’s how it works: you download the McQueen Gin app on your smartphone. You then select the function that scans your bottle’s label and voila! Animations will appear on your screen…The app…also houses cocktails recipes, some brand info and exclusive McQueen rewards.”

Customer service, in its many forms, will continue to occupy a top spot in consumer product decision-making.


Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.