In an increasingly digitized world, the field of customer service is gaining prominence and has the opportunity to exceed traditional expectations. Rather than being seen as just a means to connect and contain post-purchase customer costs, smart service teams can become a strategic driver of returning value to the business. Customer service becomes a revenue generator as today’s customer transaction is the beginning of a long relationship to come.
On the other hand, customer service is becoming increasingly complex and, without adequate access to current information across the demand and supply chain, service teams are disconnected from the rest of the organization, limiting their value creation. That’s why it’s imperative that customer service is fully aligned with a smart company and experience strategy, with access to the right information at the right time to delight customers.
Linking services to sales strategy: Good service keeps customers loyal and increases revenue
Studies conducted by companies specializing in customer experience solutions show that 67% of customers would be willing to pay more for a better service experience, while 75% of consumers say they would return to a company that provides excellent service. This shows how important customer service is and how it is directly related to retention. And retention helps maintain and grow revenue!
Connected sales and service processes broaden the view of customer relationships, enabling a company to understand customer behavior, develop personalized experiences, and provide contextual recommendations for more efficient and effective customer service.
Another relevant point is to enable customer service as a revenue generating center, transforming the service engagement into an opportunity to upsell, upsell and identify accounts that are at risk. Research by Forrester shows that a better level of service can increase revenue by 5% to 10%.
The fact is that when integrated, sales and service can deliver consistent, personalized and superior customer experiences across all touchpoints, improving retention, satisfaction and increasing sales. For a company, this means delivering the expected value, driving growth.
Linking services to e-commerce strategy: Proactive and personalized customer service improves conversion rates
E-commerce conversion rates average around 1.8% to 2%. However, a proactive and personalized customer journey service strategy can significantly improve this rate, leading to more sales and more revenue.
A Forrester study shows that 72% of e-commerce websites have the highest abandonment rates in the pre-purchase phase, when customer support and proactive service are typically least involved. Reaching out during the online shopping journey allows you to guide the customer, influence their decisions and create a hands-on experience that will guide the customer and ensure conversion.
More and more companies are investing in e-commerce platforms that enable a guided selling or assisted selling strategy to proactively engage with their customers when and where it matters.
Linking services to data strategy: Customer service represents your brand
To achieve the results customers expect, you need to connect customer service to your value chain. This means that customer service will no longer be an activity limited to just one department, but a connected activity across the entire company to deliver on the brand promise and ensure loyalty.
To extend data-driven customer service, you need to give the agent or service consultant the ability to activate relevant customer data from any touchpoint. Thus, it is possible to generate more profitable business.
One way to do this is by connecting customer data across all lines of business, allowing you to capture and consolidate hundreds of customer data into a unified, complete profile, spending less time sorting through that information and more time delivering it. with a complete and comprehensive view. The strategy will also enable the real-time updating of customer profiles and the distribution of this information to ensure fast and easy customer service through any engagement channel.
Linking services to an engagement strategy: Engage in a personalized way to meet customer expectations
User expectations from the field of customer service are higher today than they were before the pandemic. Customers don’t just want high quality service, they demand it and would switch brands if they felt they were being “treated as a number rather than an individual”.
Integrating services with an engagement strategy enables customer service to intelligently activate real-time data to personalize experiences, generate revenue, generate loyalty and accelerate time-to-value concepts. It also enables the implementation of loyalty, post-purchase and retention strategies such as recovery campaigns, customer satisfaction, interactive feedback and relationship rules to automate and personalize the entire customer journey.
There are cases of companies that have increased their revenue by 35% through automated product recommendations based on customer insights, highlighting the importance of understanding the customer to provide contextual support throughout the relationship journey.
It’s increasingly clear that extending customer service to all areas of the company allows us to deliver an end-to-end experience that will delight you, improve your experience, increase your business value and your revenue.