Ancillary Service

As businesses strive to remain competitive and stay ahead in their industry, providing exceptional customer service is no longer optional; it's a necessity. Ancillary services are one way of providing value-added customer service that can increase profitability, strengthen customer relationships, and improve brand loyalty.

What are Ancillary Services?

Ancillary services refer to additional products or services that complement the primary product or service offered by a business. These services are often considered 'value-adds' as they offer additional benefits to the customer beyond the primary product or service. Examples of ancillary services include extended warranties, technical support, installation and maintenance services, and training programs.

How Can Ancillary Services Benefit Your Business?

By offering ancillary services to your customers, you can create a more comprehensive and satisfying experience that builds trust and fosters loyalty. These value-adds can help differentiate your business from competitors, increase customer satisfaction levels, and even lead to upselling or cross-selling opportunities. Additionally, providing excellent customer service through ancillary services can lead to repeat business and positive reviews.

How Do You Determine Which Ancillary Services to Offer?

To determine which ancillary services to offer, consider your target customer's needs and preferences. Conduct market research to gain insights into what your customers value most in addition to your primary offering. You can also look at competitor offerings for inspiration but be sure not to copy them directly.

How Can You Effectively Upsell and Cross-Sell with Ancillary Services?

One effective way of upselling or cross-selling with ancillary services is by bundling them with your primary offerings. For example, if you sell software, you could bundle it with training sessions or technical support as an add-on package. Additionally, you can use targeted marketing techniques like email campaigns or personalized recommendations based on past purchases to promote relevant ancillary services.

What Are the Key Performance Indicators (KPIs) to Measure Success?

The key performance indicators (KPIs) to measure the success of your ancillary services include customer satisfaction levels, repeat purchases, and revenue generated from ancillary services. You can also track metrics like average order value and customer lifetime value to determine the impact of your ancillary services on overall business performance.

How Can You Improve Brand Loyalty with Ancillary Services?

Providing exceptional customer service through ancillary services can help strengthen brand loyalty by creating a positive and memorable experience. Offering personalized recommendations, speedy resolution of issues, and efficient communication channels can all contribute to a more satisfying experience for customers. Additionally, you can incentivize customers to purchase ancillary services by offering discounts or loyalty rewards.

Overall, providing value-added customer service through ancillary services can play an essential role in building your brand, increasing revenue, and fostering long-term customer relationships. By understanding your customers' needs, offering relevant add-ons, and tracking KPIs, you can continually improve your offerings and differentiate yourself from competitors.


  1. "Customer Service Training 101" by Renee Evenson
  2. "The Loyalty Effect" by Frederick F. Reichheld
  3. "Marketing 4.0" by Philip Kotler
  4. "Customer Experience 3.0" by John Aves
  5. "Upselling Techniques That Work! How to Sell Your Ancillary Services Profitably" by Nick McDonald
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