February 21, 2022

10 Ways to Transform Your Customer Service Team Into a Valuable Driver of Growth

10 Ways to Transform Your Customer Service Team Into a Valuable Driver of Growth

Great customer experiences don’t just make people feel good, they translate into tangible business results. The earlier you catch inefficient processes, build consistent feedback loops, and quantify the impact of customer interactions, the more value your CX team will drive for the business. Innovative companies are on a mission to rewrite the rules of what customer care can be. The rapid shift we’re seeing in the consumer mindset has huge implications for the next generation of direct-to-consumer leaders, but companies continue to lose billions of dollars each year due to poor customer service. 

In this post, we’ll uncover how and why the consumer mindset is evolving, what’s holding CX teams back, and how to transform your front-line team into a valuable profit center and driver of the business.

Why the consumer mindset is changing:

  • Transparency is the new norm Consumers are hungry for transparency and education, and need to feel aligned with a brand’s core values to stay loyal and drive word-of-mouth. 
  • Cohesive omni-channel communication Consumers want to communicate with companies through new and evolving channels, and businesses must adapt to meet their expectations. 
  • Consumers expect consistent experiences People are less likely to continue using a brand or service when they don’t know what to expect every time they come back.
  • Competitive switching costs are lower than ever 33% of customers consider switching companies after a single instance of poor service. They have more options than ever to explore new brands, read reviews, and switch over to a competitor with little to no cost on their end.

Here’s how you can transform your customer service team into a valuable source of profit and driver of growth:

1. Good customer experiences drive lifetime value 

It can be challenging to quantify the impact of good or bad customer service on retention and LTV. A study by the Harvard Business Review found that customers who had the best experiences spend 140% more compared to those who had the poorest. So, delivering good customer support does actually make your business money.

2. Understand the voice of your customer 

Having agent feedback loops help companies be more dynamic and proactively adapt to their buyers needs. If you’re not gathering customer feedback from your support team then you’re underutilizing one of the most insightful orgs in your business to understand customer mentality, product feedback, and technical issues. 

3. Leverage downtime for proactive outreach 

Your frontline team engages with your customers daily. So, give them the ability to thank loyal buyers, send actionable surveys, or check in after poor experiences. By measuring agent productivity, you can reallocate unused time towards proactive support and retention efforts. This empowers agents to create moments of joy with the people they deal with every day and eliminates the feeling that their time is underutilized.

4. Work on morale to drive down attrition 

Contact centers typically see attrition rates of 30-50% per year and the process of recruiting, hiring, and onboarding can cost as much as $15,000 per agent. To counter this, build more engaging training materials with a video library rather than traditional documentation, create weekly incentives to reward your top performers, and establish a personalized coaching system with clear advancement opportunities. 

5. Maximize efficiency with better processes and tools 

When agents have the right tools, they will stay happier and more engaged, saving businesses from scrambling to resolve customer support fiascos. With operational analytics, teams can draw new insights from customer service activity to uncover the process and product inefficiencies that are blocking your team. 

6. Surface product issues quicker with the right information

Let your engineers focus on the issues that cost your business the most by collecting feedback from your front-line team and measuring operational usage across every tool. Provide them with real-time feedback and video examples to improve internal tools and spot product opportunities, and train agents to tag interactions for on-demand bug reproduction.

7. Share best practices to set your team up for success

Start building a video catalog of live interactions to minimize training overhead, decrease ‘nesting’ periods, and give agents in-context examples of what they should be doing. When agents get started on the right foot with the support they need to do their job well, you’ll see increased retention and improved job happiness. And, teams have seen 77% faster ramp-up speeds after replacing traditional text training with engaging video tutorials. 

8. Drive manager efficiency with a streamlined QA program

Capturing agent activity allows leaders to effectively manage more agents with fewer QA resources. Video review offers the agility to shadow remotely, across any shift, for any piece of work. With unmatched visibility into how work is done, managers can focus their energy on the highest impact opportunities and agents will get the personalized feedback they need.

9. Establish intelligent routing systems

If teams are confident that an agent is faster at completing a certain type of work, then they should route that task accordingly. By implementing intelligent work routing, you can focus agent time on what they are best at to improve the speed and quality of overall work.

Keep your agents focused on interesting and higher-leverage tasks. Process analytics can point you at the highest leverage opportunities to streamline workflows and build better tools. 

10. What CX teams are missing today and how to change that

Companies today lack the operational insight needed to pinpoint customer service inefficiencies at scale and accurately quantify the long-term impact CX has on their bottom line. Without the proper measurement, the impact of customer service will be misrepresented and hidden inefficiencies will continue to compound as the business grows. 

It’s time for companies to reinvent customer service and the first step is setting up the proper measurement and feedback loops that will empower your team to do their best work. After all, your front line has more power than ever to make or break your business. They’re the ones building relationships with your customers, listening to their needs day-in and day-out, and actively responding to their feedback or complaints. 

Instead of relying on the standard top-line metrics like CSAT or time-to-close, look one step deeper into the process and productivity insights that actually drive performance and impact customer experience. Give your customer service team the tools they need to become an asset to your business and a valuable source of growth.

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