If you have children, you know that one of the biggest challenges of raising children is that they grow up really quick and their old clothes don’t fit them. Growing businesses is no different here. One of the main areas that you need to expand before and while growing a business is customer service.
You have far more inquiries rolling in and you have to answer them more quickly to keep your clients satisfied. Other than that, you have to stand out against competitors by offering excellent customer support (CS) to your increasing customer database.
Well, how are you going to handle these huge-scale issues? How should technology enable you transform your problems into opportunities?
We are living in a client-centric world
Without clients there will never be a business and no company will exist.
This is why companies – small or big – are working their best to offer better customer experience and service. It needs just one fault to lose a client, and it requires 12 good experiences to compensate for 1 bad experience.
Oracle’s research reports that 89% of consumers quit doing business with a company following bad customer experience, and 86% of clients are ready to pay more for improved customer service.
However, this problem is becoming much more important for growing businesses, as the larger their business gets, the more (different) consumers they have to please.
And these clients are wiser and more outspoken than ever before, as they do have many options. They’re not going to compromise for “good enough” anymore. It’s got to be “best in the world” or they’re going to turn their backs on you.
Customer service challenge “at scale”
At the start, while you were a small company struggling to win the market share, you may have received fewer than 20 help requests per week in the customer service inbox.
As you have already grown up, you’re likely to receive a few hundred (or even thousands) requests, and they’re coming from a variety of sources: phone, email, online chat, social networks.
While you were smaller, your Customer Service process flows looked approximately such as this:
However, as the company expanded, your Customer Service process flow now looks like this:
Clearly, to cope with the increasing number of requests, you will need a larger support staff. This, in effect, means that work loads are rising. In addition, your employees need to act professionally, handle each client personally and be able to provide fast, round-the-clock, personalized support.
It sounds like a lot of effort, doesn’t it?
In order to monitor this rapidly changing scenario, the Customer Service processes have to be streamlined and – possibly – updated. You will need to find the appropriate tools that help you automate these procedures and maintain successful operations.
Great customer experience begins inside
Though contributing to “customer-facing” procedures is necessary, in the end – those are the inner customer service processes that under-girds and form the overall customer experience that you deliver on the outside.
This is why in the “development phase” company must analyse the whole flow of CS:
- What data support agents have on the client,
- Where are the bottlenecks,
- Who handles what inquiries and how,
- How long (would) the customer application is assessed,
- How to track the implementation phases of the request,
- How to assign the appropriate number of requests for each customer service representative, etc.
- You need some support from technology to do it all. More precisely, you need a tool that will help you automate and simplify your customer service processes.
Why investing in Customer Service technologies matter
No matter what customer service tool you utilize, you have to make a profit. So, why do you want to invest in maintaining and rising churn? So how can you persuade the Board members that investment in CS is a matter of company stability?
Allow me run a couple of numbers for you.
- ROI: As per Bain & Company, a small 5 per cent rise in customer retention levels tends to lead to an improvement in earnings from anything between 25 per cent to 95 per cent; and businesses providing improved CS receive sales between 4 per cent and 8 per cent above their business.
- Profit: Research suggests that 55% of consumers are likely to invest more money with a business that gives them improved customer service.
- Cost: Adding a new client is 5 to 25 times more costly than holding an up-to-date client, says Harvard Business Review.
- Trend: If you believe that your product and its appealing quality speak for itself, according to Walker study, customer experience in 2020 will be more relevant for B2B customers than quality and product.
Outfitted with this information, you can demonstrate that some of the CS challenges are, in fact, disguised opportunities.
Customer service is important!
Large or small – customer service is very important for all companies. But it’s far more likely to be an issue for those who grow up.
Once a company enters the Major League, the old problems grow larger and the newer ones arise.
As success in business is increasingly reliant on keeping the client, it all comes down to picking the right resources to provide superior customer service.
This is why a comprehensive Customer Service solution combined with a CRM platform will make a huge difference in how you manage and streamline your internal Customer Service processes. Simply put, CS software offers a technical basis for the professional, reliable and cost-effective operation of customer service.
This allows both your clients to have a deeper and more cohesive experience, and your employees to have a tension-free, excellently-organized and fast professional service.
Which kind of customer service problems did you encounter as your company began to grow? And what kind of tool did you use to address them?