Customer Service Quality impact on Sales
Many business owners are aware that when a customer feels taken care of and appreciated, they are more likely to buy additional products or services offered. The assumption is that if the customer is happy, they will make more purchases, and through good service, the company can increase its sales. A satisfied customer is an excellent sales and advertising “tool” as they will naturally recommend the company’s services and products to others. So, what is the best form of advertising?Undoubtedly, it is word-of-mouth recommendations by brand promoters who deliver good customer service quality.
Symbiotic Coexistence
So, what does the relationship between customer service and sales look like today? It can confidently be said that there is a close correlation, as confirmed by the behavior of most companies we work with. Over the past years, our partners – telecommunications service providers, drugstores, private medical facilities, or even retail product sellers – have devoted significant resources and efforts to retaining existing customers and actively seeking customer feedback at every stage of the customer journey. Success depends on a well-designed customer service strategy that not only amplifies further sales and attracts new customers but also incorporates mechanisms to measure and improve its effectiveness continually. By regularly evaluating customer satisfaction, feedback, and the impact of service interactions on sales, companies can adapt and optimize their customer service approach to meet evolving consumer needs, enhancing overall business performance and fostering long-term customer loyalty.
Customer Service – Doing it Well, Poorly or Just So-So
Investing in traditional loyalty programs such as CRM systems, which collectively aggregate customer data to provide better insights, seems like the first step in improving customer satisfaction and “retaining the customer.” However, having the system or benefiting from a loyalty program is not everything. Good customer service quality and an individual approach are also essential. It is the ability to transform a person in need of assistance, frustrated by a problem with a device, a purchased product, or a poorly executed service, into someone who becomes a brand promoter. This approach is only possible when the frontline employee has a highly developed sense of empathy, a willingness to help, and the ability to react quickly to problems.
After a positive customer service experience, a significant number of customers increase the value of their “basket” by purchasing more products or opting for more expensive services. Similarly, a dissatisfied customer may reduce their contribution if they are not satisfied with the quality of service. To maximize the potential for business growth, it is crucial to deliver great customer service consistently, ensuring that customers feel valued, supported, and satisfied throughout their interactions with the company. By prioritizing customer satisfaction and going above and beyond to exceed expectations, businesses can not only retain existing customers but also attract new ones, driving sustainable growth and success.
There are also known cases of the relationship between customer loyalty and their use of e-commerce services. It has been observed that customers who handle their affairs online without contact with an advisor are less likely to return to the store compared to those who interact directly with a customer service representative. Such actions, often resulting from bad customer service, are closely related to the inability to establish a relationship.
Read more: How to increase CSAT? Here are solutions that increase customer satisfaction score
Identify “Touchpoints”
It is worthwhile to verify which “touchpoints” occur and how to take care of them. These moments will have a long-term impact, positively or negatively, on customer relationships. Customer service requires that service representatives properly handle these events (such as delays in order fulfillment, incorrectly assembled orders, or poorly scheduled appointments) and handle questions. The benefits of good customer service include not only resolving issues effectively but also building trust, fostering loyalty, and enhancing overall customer satisfaction. By doing so, more of these situations will be perceived positively, providing exceptional customer service.
Preparing Advisors as a support team
Advisors who work directly with customers also need to be properly prepared for their work. An advisor from customer service team should possess customer service skills, be autonomous and creative, as these traits help make decisions faster. They should also demonstrate a willingness to provide selfless assistance. Such attitudes and customer service skills can be developed through feedback, reflecting on their successes and failures, as well as studying case studies of other individuals. It’s also important to remember that building complex procedures and scripting all possible scenarios may not always be the best choice for customer support. Utilizing surveys and metrics can further enhance the understanding of customer’s needs as well as help to improve poor service and ability to understand customer issues.
Read more: Contact Center Outsourcing – Does it Bring Value to Your Company?
Motivation through Goals
It is also worth properly designing the rewards system for advisors to motivate them to take actions that benefit the customer. Quality assurance plays a crucial role in this process, ensuring that customer service is consistently delivered at a high standard. There are projects in which we combine customer service elements with sales in a reward system, where the Net Promoter Score (NPS) is embedded. Our advisors work to improve their NPS score during customer interactions, and the quality assurance measures help in monitoring and maintaining the desired level of service excellence. By aligning incentives and implementing robust quality assurance practices, companies can create a culture of customer-centricity and continuous improvement, resulting in enhanced customer satisfaction and loyalty.
The larger the company, the greater the advertising and customer acquisition costs. It may be the case that the only way to grow and develop is to transform loyal customers into additional “marketing departments.” Remember that customer loyalty is much more than repeat purchases; it is also about promoting the brand among friends and acquaintances, who can also become important long-term customers of the company.
Successful customer service can significantly impact the financial results of any organization. Happy customers will buy more from us willingly and become a natural brand promoter. Additionally, focusing on enhancing the customer experience is crucial for building long-term loyalty and fostering positive relationships with our clients.
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