Wednesday, January 19, 2022

How to drive High performance growth with customer service?




Whether you are a well-established firm or just starting to scale and grow, a successful customer service team can help you to grow your business, boost retention and increase sales among your existing  customer bases. Customer service is not about just resolving the questions it's about building long-term relationships with the customers. Customers expect quick, easy, and effective service and they are willing to switch if they don’t get it. Many business leaders say that customer service has a positive impact on their company’s growth like an increase in net promoter score, increase in retention, customer loyalty, increase in cross-sell.

After understanding the importance many organizations have set priorities for Customer Support Team like driving better customer experience, improving efficiency, driving stronger customer relationships, increasing customer satisfaction, and sustaining the quality of support.

To build a highly effective customer service team it is also important to see things not only from implementing technology but also by building efficient processes and hiring the correct people to run the department.

If you are starting a new support team, immediately hire a Customer Support Center Manager or Head of Support department so that he can execute the below aspects:

Establish a core team and assign a team leader to specific agents focused on weaving customer service into the company’s strategic roadmap and business objectives.

Incentivize quality improvements: Advocate that compensation of team leaders be directly tied to customer service performance to ensure buy-in at the highest levels.

Benchmark performance: Track customer service performance relative to others in the industry to get a baseline, define goals for improving customer service quality, and frequently monitor performance to adjust, as needed, in real-time. (Example if the average CSAT of your industry peer is around 93%. It can be taken as a baseline, and you could set 95% as a threshold target. 

Keep leadership in the loop: Ensure the core team provides regular updates to leadership so they’re aware of evolving customer service plans and metrics. Create opportunities for customer service insights to play a greater role in larger company policy and strategy.

Focus on business impact: Create opportunities for agents to drive profits through upselling and cross-selling, informed by a deep understanding of the customer’s immediate needs. Establish a separate profit and loss statement that captures revenue generated by agents so the link between customer service and business growth is more tangible.

Track data beyond CSAT: Identify and track key metrics associated with quality customer service. Most organizations start with CSAT but fostering an organization-wide understanding of the importance of indicators like first response time, average handle time, Net Promoter Score (NPS), and Customer Effort Score (CES) creates multiple lenses for viewing the quality and progress of your customer experience efforts.

 Integrate systems: Integrate customer service and CRM platforms to monitor changes in customers and their lifetime value. Sharing data between these platforms can lead to the discovery of personalized, relevant solutions to customer issues that otherwise wouldn’t be considered.

Review performance frequently: Conduct weekly reviews of key performance metrics and corresponding revenue projections that reveal low-hanging fruit and other opportunities to iterate on ways to improve customer service quality.

Key important factors which clients expect from a customer service team:

1)      Offer multiple support to reach out like Email/Chat & Phone

2)      Avoid asking for repetitive information

3)      Want personalized support

4)      Want issue to be resolved at first contact

5)      Want information to be available on the self-service portal

Key important factors which support agent expects from a customer service team

1)      Manageable workload: Customer support agents are expected to handle a manageable workload so that they can balance their health. Too much pressure on workload impacts the quality and it directly impacts the customer satisfaction score. Hence it leads to employee churning out from the company. So as a Customer Support Leadership Team you should regularly keep an eye on Employee Utilization and ensure that it is always balanced so that they are happy.

2)      More training: Customer support agents expect regular training so that they are aware of how to handle questions that they encounter from customers. Lack of training leads to bad customer satisfaction score. So customer support leadership team should ensure that they have Cross training/Knowledge transfer processes in place to ensure that everything works effectively well for the employee.

3)      Showing their Performance DATA: Customer Support Agents should know the Metrics used to measure their performance. Customer support leadership should communicate the Metrics to them and should give them real-time access to check how they are performing daily, weekly, and on a monthly basis. Also, their Performance rating should be shared every month so that they are aware of their score and how to improve on them.

 Career Advancement opportunities:  Customer support agent always expects to know what their next career growth in the department. So, leadership team should always demonstrate to them about various parameters which will be measured to promote him/ her to the next level in the department. Lack of guidance will dissatisfy support employees and that will have a direct relationship with his/her performance. 

If you already have a Support Team and unable to understand the Quality it delivers then checkout for our consulting service



 

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1 comment:

  1. Excellent post. I really enjoy reading and also appreciate your work.ANATEL Certification for Brazil This concept is a good way to enhance knowledge. Keep sharing this kind of articles, Thank you.

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