If building a company were like planning a wedding, customer service is frequently the second cousin who’s invited when slots open up on the attendee list. Many believe that it's not as critical to success as sales and product development. The reality is that customer care is your most direct line to customers and has the power to define your brand. Users equate its voice with your company’s voice. At peak times, it represents your organization up to 60 times an hour — literally every minute. Christa Collins, ShopKeep's VP of Customer Care understands this value; if her experience stands for anything, it’s that customer care is a vital early priority.
