So, you’ve made the decision that it’s time to invest in customer service.
And, if you’ve made this conclusion, you’ve likely seen the stats that highlight the impact of great customer service… Here are just a few to help jog your memory:
These stats paint a clear picture that customer service impacts conversation rates, retention, churn and ultimately your business’ bottom line.
To build an exceptional customer service experience, you need to form relationships with your customers. This starts with your customer service team, knowing details about previous customer interactions, setting a standard for response times, offering tools for self-service and regularly checking with your customers about how you are doing.
Your brand has a distinct voice. Here at Six & Flow, we are playful, creative and knowledgeable. Our customer service teams bring their personality into the role through light-hearted conversations that share information in a helpful, knowledgeable, and concise way.
To us, good customer service means bringing a smile to our clients’ faces.
Being as helpful as we can.
Forming relationships with our clients.
And most importantly, helping keep their projects on track and goal-focussed.
As an agency, we operate in a pod structure. This makes our teams agile and flexible to help clients. But, to those organisations that cannot operate in a pod structure, we recommend the RevOps framework.
A RevOps team structure breaks down silos in your organisation. Here, you recognise sales, marketing, and customer success as a single function. There is alignment between each go-to-market team.
Now, this structure is important because it leads to better management of resources and your teams work better together. You can communicate with both marketing and sales on what your customer success team needs to deliver better experiences.
To ensure you nail your customer service business model, you need to start reviewing the metrics that matter most to your customers.
In a report conducted by HubSpot in 2021, research revealed that customers care the most about Customer Satisfaction and Speed of Resolution.
Customer Satisfaction (CSAT) is the most important KPI for nearly 75% of customer service leaders (HubSpot, State of Service Report).
CSAT should act as your key performance indicator for your customer service teams.
You will calculate your customer satisfaction score when you share a one-step survey after a conversation with a customer.
The formula to calculate the CSAT score is, (# of positive responses / # negative responses) * 100
But, you can also view this inside your HubSpot reporting dashboard.
In the survey, pose the question, “How satisfied are you with today’s service?”
For HubSpot, their CSAT survey looks like this:
There isn’t one perfect formula here. Later, in the post, you will read about tactics for improving response time and tools to offer self-service.
All these tactics go hand-in-hand with improving your CSAT score.
But, that being said, what else can you do?
On average, it takes B2B sales teams 42 hours to respond to a new lead (Chilipiper). However, businesses that respond in under 5 minutes are 100x more likely to convert opportunities.
For customer service teams, 90% of customers expect an “immediate” response when they have a customer service question. 60% of those customers define “immediate” as 10 minutes or less (HubSpot, state of service report).
Customers crave fast service. And the pace at which they want answers has increased at an exponential rate in 2022.
To deliver on these rising customer expectations, you need to introduce self-service into your customer service business model.
Did you know that 69% of customers try to first resolve their issues independently? (Zendesk).
You need to offer your customers the tools to try and resolve their issues themselves. Then, offer an easy-to-reach method of connecting with your customer service team.
There are multiple ways to empower your customers to solve their own problems. HubSpot just released its re-launched service hub. HubSpot’s service hub now offers some pretty amazing tools to help you better serve your customers.
Let’s explore some of them.