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Coffee Chat on June 15 at 11:00 AM EST: Using customer service for growth

Coffee Chat on June 15 at 11:00 AM EST: Using customer service for growth
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akshara.sruthi
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Our next question for the day,

Q2: What are the essential customer service skills that agents should possess in order to drive business growth?

To answer a question, tag the answer with the corresponding number. For example, if you are answering this question, start your answer with A2 and use the Quote option 

 

A2. It’s a long list for me, but as per my previous post, there are some must haves such as understanding how the business ticks through to appreciating that it’s the customer not your boss who ultimately pays your salary :)

In between these are things like appreciating the importance of good customer service to customer retention (and new sales), empathizing with the customer not simply spouting scripts, and taking ownership of issues.

Taking ownership! That’s so important and some cultures don’t really support that idea. If the culture is built on fear/punishment, ownership is avoided. But if the culture and leaders supports learning from mistakes instead of punishing, ownership grows.

So true! If learning from one’s own mistake is embraced then taking ownership becomes easy. Some cultures like you mentioned makes it difficult for individuals to put their name out and accept screw-ups. 

Jeannie_Walters
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Up next, Q3: How can support conversations be used to deliver business outcomes? Can you give us examples?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A3 and use the Quote option 

 

A3. 

Employees have great ideas and often see customer expectations changing in real time. They need a place to put these observations and ideas. Visibility around these submissions also creates collaboration for future innovation and ideas. Contact center agents, for example, hear about frustrations caused by comparisons to the competition. Customers complain about wait times, for example, and say things like “even my car mechanic has a mobile update system now – why do I have to wait on hold?” That’s a changing and important future expectation to design around, but agents often are discouraged from recording those observations.

manns
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Up next, Q3: How can support conversations be used to deliver business outcomes? Can you give us examples?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A3 and use the Quote option 

 

The most direct impact would be customers recommending the product/ service to their network after consistently delightful experience with support teams! It’s literally a game changer :)  

It would be interesting to know how many, or few, customer support staff see themselves as corporate sales people.

Cheers, Stephen || https://ITSM.tools
A
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Up next, Q3: How can support conversations be used to deliver business outcomes? Can you give us examples?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A3 and use the Quote option 

 

An easy one for me is collecting customer feedback for product management to either add new “features” or to fix issues in the product or service design rather than repeatedly via support. Everyone wins with the latter :)

Very true!

But the former is quite difficult to get through, right? (pre existing product roadmaps, resource bottlenecks etc)  

 

akshara.sruthi
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Q4 is here: How can customer service teams play a role in reducing customer churn?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A4 and use the Quote option 

Jeannie_Walters
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A3. Support leaders need to make a case for how they can support the goals of the other leaders in the organization. Lots of expense around when these connections aren’t made.

As Deloitte Digital reported in 2019: “Reality shows that management often has no transparency about the ongoing operations or the outcome of CX initiatives, which can turn these projects into silos. This results in misaligned activities, a waste of already scarce resources and false prioritization.”

CX leaders need to connect with Customer Service to hear directly from customers, understand the trends agents are seeing, and provide proactive solutions for customer complaints. This is more than just the right hand knowing what the left hand is doing. This is about a cycle of communication and ideas.

CX leaders who are designing new processes or parts of the journey need to communicate proactively to the customer service leaders.

Customer service leaders who are hearing specific feedback need to communicate directly with CX leaders.

By collaborating to focus on the customer, these teams can create more efficient and effective processes.

manns
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Up next, Q3: How can support conversations be used to deliver business outcomes? Can you give us examples?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A3 and use the Quote option 

 

An easy one for me is collecting customer feedback for product management to either add new “features” or to fix issues in the product or service design rather than repeatedly via support. Everyone wins with the latter :)

Very true!

But the former is quite difficult to get through, right? (pre existing product roadmaps, resource bottlenecks etc)  

 

I was thinking small things where the customer starts with “How do I do this?” and ends with “Why doesn’t it do this? Product X does this”

Cheers, Stephen || https://ITSM.tools
akshara.sruthi
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Up next, Q3: How can support conversations be used to deliver business outcomes? Can you give us examples?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A3 and use the Quote option 

 

A3: Using customer conversations for feature requests, and prioritizing L1 and L2 bug fixes. A team like ours which is Freshworks Academy, uses customer conversations to create educational content around features that are mostly talked about amongst customers

Jeannie_Walters
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Q4 is here: How can customer service teams play a role in reducing customer churn?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A4 and use the Quote option 

A4. The answer is really how do they NOT!? Everything they do impacts customer retention and loyalty. 

Research (Deloitte Digital 2019) shows customer-centric companies were 60% more profitable than those not focused on the customer  and those with a customer-focused CEO are more profitable than their competitors.  Of course, any organization must focus on increasing revenue and reducing expenses to earn higher profitability. Higher customer retention and lower customer churn mean customer acquisition costs go down while average customer spend goes up. It’s literally a win/win.

Jeannie_Walters
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Up next, Q3: How can support conversations be used to deliver business outcomes? Can you give us examples?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A3 and use the Quote option 

 

An easy one for me is collecting customer feedback for product management to either add new “features” or to fix issues in the product or service design rather than repeatedly via support. Everyone wins with the latter :)

Very true!

But the former is quite difficult to get through, right? (pre existing product roadmaps, resource bottlenecks etc)  

 

This is why building relationships and sharing WINS generously with various leaders is so important. We need to become silo busters!!

Isaac Thomas
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Q4 is here: How can customer service teams play a role in reducing customer churn?

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Would it also make sense to make it a part of the KRA?

A4: I guess a well-trained, well-informed support team will go a long way. Another aspect would be to equip the support teams with enough content. Having a well documented content will bring down the SLAs and also improve CSAT scores.

-- Isaac
manns
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Q4 is here: How can customer service teams play a role in reducing customer churn?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A4 and use the Quote option 

The short answer is not pee-ing off customers but I think it’s easy to miss the complexity of how great customer service delivers so much more than retention. Whether it’s selling more to that now-happy customer or them becoming unofficial brand ambassadors just because they love your services and support. 

Cheers, Stephen || https://ITSM.tools
Jeannie_Walters
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A4. Customer service teams and leaders need to stop seeing themselves or accepting leaders who see them as “cost centers.” When service is given a seat at the table, they are often the closest to the customer. They should be invited to share feedback and ideas on a regular basis - then the role becomes more proactive and less reactive, and the company wins!

akshara.sruthi
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Q4 is here: How can customer service teams play a role in reducing customer churn?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A4 and use the Quote option 

A4: If things are not going as per plan, the support team can play a crucial role in becoming proactive instead of waiting for customers to get back with concerns. If that is one end of the spectrum, there will also be customers who will give you suggestions to make your product better. The role demands to listen to them and understand how the idea can make your product better.

Isaac Thomas
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Q4 is here: How can customer service teams play a role in reducing customer churn?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A4 and use the Quote option 

A4. The answer is really how do they NOT!? Everything they do impacts customer retention and loyalty. 

Research (Deloitte Digital 2019) shows customer-centric companies were 60% more profitable than those not focused on the customer  and those with a customer-focused CEO are more profitable than their competitors.  Of course, any organization must focus on increasing revenue and reducing expenses to earn higher profitability. Higher customer retention and lower customer churn mean customer acquisition costs go down while average customer spend goes up. It’s literally a win/win.

But are organizations following this? 

And if they do, how do they measure them? Cos unless measured, support teams tend to not get recognized for their massive efforts.

-- Isaac
Jeannie_Walters
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Q4 is here: How can customer service teams play a role in reducing customer churn?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A4 and use the Quote option 

Would it also make sense to make it a part of the KRA?

A4: I guess a well-trained, well-informed support team will go a long way. Another aspect would be to equip the support teams with enough content. Having a well documented content will bring down the SLAs and also improve CSAT scores.

Great points. Content and access to the right answer at the right moment will definitely improve customer satisfaction and reduce expenses at the same time.

manns
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A4. Customer service teams and leaders need to stop seeing themselves or accepting leaders who see them as “cost centers.” When service is given a seat at the table, they are often the closest to the customer. They should be invited to share feedback and ideas on a regular basis - then the role becomes more proactive and less reactive, and the company wins!

It’s interesting how support teams are often seen as a “cost of quality” but hopefully, as I’m seeing it internally at least, people are realizing that reducing support costs to save money isn’t likely the best strategy.

Cheers, Stephen || https://ITSM.tools
Jeannie_Walters
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Userlevel 5
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Q4 is here: How can customer service teams play a role in reducing customer churn?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A4 and use the Quote option 

A4. The answer is really how do they NOT!? Everything they do impacts customer retention and loyalty. 

Research (Deloitte Digital 2019) shows customer-centric companies were 60% more profitable than those not focused on the customer  and those with a customer-focused CEO are more profitable than their competitors.  Of course, any organization must focus on increasing revenue and reducing expenses to earn higher profitability. Higher customer retention and lower customer churn mean customer acquisition costs go down while average customer spend goes up. It’s literally a win/win.

But are organizations following this? 

And if they do, how do they measure them? Cos unless measured, support teams tend to not get recognized for their massive efforts.

The whole way we measure customer experience needs an update, IMO. I use something called a CX Success Statement - it’s a tool to develop organizational goals around CX that are then used to create departmental/team goals. For example, if reducing churn is a goal, connect the dots to how many customers are recovered during service calls, or look into the root causes of churn and address those with measurements that support the greater goals. Not sure if I’m explaining well here, but we have a tool for this, too. :) 

Jeannie_Walters
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A4. Customer service teams and leaders need to stop seeing themselves or accepting leaders who see them as “cost centers.” When service is given a seat at the table, they are often the closest to the customer. They should be invited to share feedback and ideas on a regular basis - then the role becomes more proactive and less reactive, and the company wins!

It’s interesting how support teams are often seen as a “cost of quality” but hopefully, as I’m seeing it internally at least, people are realizing that reducing support costs to save money isn’t likely the best strategy.

I really hope you’re right. I’ve seen it all - including just turning off the phones completely. I’m a customer right now of a service where I CANNOT find a way to reach out for help. Ironically it’s because I want credit on a loyalty program - but nobody is there to help me. 😒

A
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A4. Customer service teams and leaders need to stop seeing themselves or accepting leaders who see them as “cost centers.” When service is given a seat at the table, they are often the closest to the customer. They should be invited to share feedback and ideas on a regular basis - then the role becomes more proactive and less reactive, and the company wins!

It’s interesting how support teams are often seen as a “cost of quality” but hopefully, as I’m seeing it internally at least, people are realizing that reducing support costs to save money isn’t likely the best strategy.

It’s been a welcome change over the last few years to see the perception of what pureplay “cost centres” are. Instead the focus is now rightly on true value added.

Jeannie_Walters
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Up next, Q3: How can support conversations be used to deliver business outcomes? Can you give us examples?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A3 and use the Quote option 

 

A3: Using customer conversations for feature requests, and prioritizing L1 and L2 bug fixes. A team like ours which is Freshworks Academy, uses customer conversations to create educational content around features that are mostly talked about amongst customers

Love using customer conversations to create educational content around features! 

A
Userlevel 5
Badge +6

A4. Customer service teams and leaders need to stop seeing themselves or accepting leaders who see them as “cost centers.” When service is given a seat at the table, they are often the closest to the customer. They should be invited to share feedback and ideas on a regular basis - then the role becomes more proactive and less reactive, and the company wins!

It’s interesting how support teams are often seen as a “cost of quality” but hopefully, as I’m seeing it internally at least, people are realizing that reducing support costs to save money isn’t likely the best strategy.

I really hope you’re right. I’ve seen it all - including just turning off the phones completely. I’m a customer right now of a service where I CANNOT find a way to reach out for help. Ironically it’s because I want credit on a loyalty program - but nobody is there to help me. 😒

Yikes!
Also a huge red flag is when Companies make it incredibly difficult for someone to cancel their subscription. 

akshara.sruthi
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Our last question for today is, Q5: What are some of the challenges in leveraging customer service for growth? How do we solve for them?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A5 and use the Quote option 

@Jeannie_Walters also has a bonus question for all us. I’ll leave it here so all us can chime in too 

Bonus question: What are some ways to keep the employee experience aligned with the customer experience? How can we take care of customer service agents?

manns
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Where possible I won’t use an organization again after a bad experience. It’s not always possible though (for instance, when you’re used to getting next day delivery for the things you need quickly).

Cheers, Stephen || https://ITSM.tools
Jeannie_Walters
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Userlevel 5
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Our last question for today is, Q5: What are some of the challenges in leveraging customer service for growth? How do we solve for them?

To answer a question, tag the answer with the corresponding number. For example, if you are answering the this start your answer with A5 and use the Quote option 

@Jeannie_Walters also has a bonus question for all us. I’ll leave it here so all us can chime in too 

Bonus question: What are some ways to keep the employee experience aligned with the customer experience? How can we take care of customer service agents?

A5. 

Growth Actually Demands More Training, but many organizations neglect this. Training at this critical point in the company’s trajectory can be the difference between delivering OK experiences and great ones — which in the Experience Economy is the difference between keeping your customers and losing them to a competitor.

Growth means more employees need the WHY of your brand, not just the HOW.

Growth can be bumpy, so look for your superstars and train to their solutions.

Processes are well-intentioned, but often outgrown.

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