Putting Money Where Your Mouth Is

It’s tough to get much return on investment these days. Margins are tight and competition is tough. So the recommendation to invest in customer service, is often met with, “Yes, I know we should, but…” And then there are the excuses, “It’s too expensive,” or “It’s not in the budget.” With customer service, it’s also difficult to quantify or to attribute a definitive ROI.

By definition, “invest” means to put valuable resources into something you expect will give a personal or financial gain; to spend or devote for future advantage or benefit. In order to realize the benefits of investing in customer service, it helps to understand the true value of a best-in-class customer service organization.

Your service team is the “mouth” of your organization. No matter what your branding and marketing departments present to the world, organizational advisor McKinsey and Company reports that 70 percent of buying experiences are based on how the customer feels they are being treated. That feeling comes from contact points with your company—the storefront, call center, live chat, email and social media exchanges. This presents an incredible opportunity to impress customers with attentive, professional service. Sadly, it’s also the point at which, as the result of poor service, many customers never return.

So let’s look at how and why an investment in your customer and technical service team can pay off.

New Trends Demand Training Updates

The customer service landscape is changing rapidly, and employees will benefit by review as well training that addresses new methodologies, tools, processes and trends. By keeping staff up-to-date and effective, they will not only be more adept at satisfying customers, they’ll be happier on the job and more loyal to your company.

Here are just a few reasons to bring out those training manuals:

24/7 Service. Multi-channel communication allows consumers to get help day or night—at home or on the go—with the choice of email, SMS, live chat, online FAQs or phone. However someone able to handle phone inquiries may not be skilled at email or live chats, and visa versa. Bring all staff up to speed.Going Mobile. Thanks to the pervasive use of smart phones and tablets, consumers are used to doing business wherever and whenever they want. They expect real-time interaction, social media interface, timely resolution, and minimal or no wait times. Managing customer issues in a social environment—where everyone can witness the exchange—takes an entirely new set of skills and awareness.Soft Skills. In the not-too-distant past, a minimal average handle time (AHT) was considered key to a healthy call center and staff was measured on how quickly they could move on to the next caller. Today, best-in-class customer service organizations are those where staff is well versed in the skills of listening, respect, communication, creativity and the ability to ask the questions that get to the heart of the customer inquiry. It may take a bit longer, but a smiling customer is worth every minute.Common Sense. Think about it. Training is cheaper than putting out fires. Satisfied customers are loyal customers. When customers brag about you—word-of-mouth or on social media—it’s the best advertising you can (or can’t!) buy.

Your Customer Service Organization Speaks VOLUMES!

Customers want to do business with a company that “gets it right” and provides consistently good service. Your service staff is truly the mouthpiece of your organization and consumers know if they’ve been treated well. If you’re still not convinced, think of it this way. According to global management consulting firm Bain & Company, a 10 percent increase in customer retention levels can result in a 30 percent increase in the value of the company.

Not a bad return on investment!

Joanna Jones is the product marketing manager at MHI Global.  

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