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A customer service strategy is a thorough plan to handle customer interactions. It lets you provide a consistent customer experience throughout the customer journey. 8 Steps to Develop an Effective Customer Service StrategyStep #1: Make customer happiness the end goal across the companyA successful customer service strategy is a result of focusing on customer happiness. At first thought, this makes sense for people working on the frontline. But what about those that never face a customer? Operations, engineers, and product designers are just a few examples. Why would they focus on customers they never speak to instead of just doing their jobs? The customer-first mindset across the board makes support teams better at their jobs. When everyone works with the end customer in mind, your customer service team doesn’t have to make solutions look better. They simply deliver them. Another benefit of a customer-centric approach is that you’ll remove organizational silos. Information can flow quickly between the customer support team and other teams. This makes customer care extra efficient and thorough. Example:Let’s say a customer is complaining about the way your product was packed and delivered to their door. It arrived broken.When your company operates in silos, you’ll have more unhappy customers like this one. For example, your fulfillment team is packing the product the way they are because it makes them faster. As a result, some products get damaged during delivery.But if you create a company-wide vision that puts the customer first, your fulfillment team will also take a cue. Related: 25 Productivity Tips to Get Sh*t Done: For CEOs by CEOs Step #2: Identify all customer touchpointsAnalyze your customer interactions. To do so, answer the following questions:
You can map out and visualize these answers in a way that shows you a full customer journey. Based on these customer touchpoints, you may end up with something like this: You’ll benefit from these insights because they allow you to:
In other words, you can match and exceed customer expectations. Example:Let’s say your average customer journey resembles the one on the graphic above. Step #3: Set goals for customer serviceHere’s what SMART goals look like for your service team:
Finally, the best customer service reps focus on customer contacts. They feel empowered and supported to do right by the customer. Make this approach the background of all customer service goals you set. Example:Good customer service goals might be to bump up:
But these big-picture goals will result in action when you break them into specific areas. Define them with numbers and deadlines, for example:
Related: 12 Customer Service Trends You Can’t Ignore Step #4: Identify customer service KPIs to monitorWith your goals in place, you must then define KPIs to track and improve. Without them, you can’t turn your goals into action plans.KPIs, or Key Performance Indicators, provide an instant look into how well your customer service is doing. Here is a list of the customer service KPIs you’ll want to choose from:
Example:For example, you’ve improved one KPI, such as NPS. But you noticed that revenue metrics are getting worse, such as customer lifetime value. You need to go back to the drawing board and establish the correlation between the two.Another example is improving the average resolution time. Let’s say your team successfully reduces the time it takes to close an issue. As a result, however, they start handling issues poorly. This can reduce customer satisfaction and many other crucial metrics. In other words, make sure you don’t look at your KPIs in a vacuum. Step #5: Build a driven customer service teamThen, it’s time to identify the right people to work on these goals and KPIs. Successful customer support teams have people who aren’t just driven by those goals — they’re also customer care champions. In other words, they’re committed to the highest customer service standards. They talk about the importance of customer care to other teams. They consistently share their learnings and best practices. Here are the traits you should look for when building your customer service team:
Identify the personalities that will enrich your team and match your company culture. List all the skills you want a person to have for each of your customer support roles. Mark all listed skills with must-have or good-to-have, and include both hard and soft skills. Example:All customer service reps should hold the above skills to succeed in their roles.However, some may need a different set of soft skills than others.For example, reps who are in direct contact with your customers should be great listeners, negotiators, and critical thinkers. They should adapt quickly and solve problems easily.Customer support managers should be more proficient in mentoring, project management, conflict resolution, and supervision. They should also efficiently provide feedback and inspire their team regularly.In other words, building in-depth profiles for all levels and types of roles on your customer service team will pay off in the long run. Related: Write 10x Better Customer Service Emails With These Free Templates Step #6: Build a powerful customer service toolkitYour reps must think quickly, make decisions on their feet, and coordinate multiple channels and conversations at once. Example:When your customer data isn’t centralized, you’ll face issues every time one of your reps goes on vacation or leaves their role. It’s also a challenge to then onboard new customer service team members.Customer information is only useful if it’s available to those that need it. Data buried in notebooks and spreadsheets aren’t valuable for anybody. When you have customer issues in a centralized CRM software, you can easily reassign them. No glitches and no delays from the customer’s perspective—no matter what happens with individual support agents. Related: VoIP Examples: Who Uses VoIP? (+4 Ways You Can too) Step #7: Give your customer service representatives powerIf you stopped at the previous step, you’d end up with a good customer service strategy.With this and the next step, though, you’ll have a strategy that exceeds customer expectations and sets you apart from your competitors.One way to get there? Empower your customer service agents.Empowering your customer service reps can lead to better responsiveness to customer issues. It also results in higher productivity. Why? Because it lets them make decisions on their own. They don’t have to jump over approval hurdles just to assist a customer. In this step, define the methods and benefits that customer service staff can use to solve an issue without getting approval, such as:
This will keep the customer from taking their business elsewhere before the issue escalates. It will also spark positive word of mouth, as well as save time for managers and other senior staff. Example:Ritz-Carlton hotels have one of the most outstanding employee empowerment policies.In their famous policy, they allow their employees to spend up to $2,000 to solve any individual customer issue that comes up. They don’t need to ask for a manager or wait for a green light.As a result, the customer gets an immediate solution every single time. There’s little room to be unsatisfied with a service like that. Does $2,000 per incident sound extreme to you, especially if your revenue isn’t that high? If so, remember that the Ritz-Carlton came up with this number based on their customer lifetime value of $250,000. Related: Call Center Strategy: How Do You Build One That Sticks? Step #8: Create a consistent feedback loopAfter you launch or update your customer service strategy, you can take one of two actions.The lousy route — take no action at all. That is, to never look at your strategy again and call it a day.And the best action you can take? Create a reliable customer feedback loop so you can keep improving the way you serve your customers. Your feedback collection strategy should focus on two equally important sources of information:
Listen to your customers through surveys, polls, on social media, in focus groups, and conversations with your reps. This way, you can improve your products, features, positioning, and all business conversations. Example:Through regular customer surveys, you may discover that they feel they’re receiving sufficient support. However, they need a more thorough written recap of it after speaking with your reps on the phone.You may also notice that they prefer to chat with you on Twitter or website chat rather than phone or email. You can use such insights to reorganize your staff by channels. On the flip side, by listening to your support team, you can identify any customer service skills gaps or lack of resources in their day-to-day work. Related: What is Business Communication? Why Do You Need It? So, how do I give the best customer service experience?There’s no one-size-fits-all solution when it comes to extraordinary customer service.
And just like that, customer service is no longer a burden or an afterthought. Instead, it becomes the fuel behind your company’s long-term success!
ABOUT THE AUTHOR Gaetano DiNardiGaetano DiNardi led demand generation at Nextiva and has a track record of success working with brands like Major League Baseball, Pipedrive, Sales Hacker, and Outreach.io. Outside of marketing, Gaetano is an accomplished music producer and songwriter. He’s worked with major artists like Fat Joe, Shaggy, and loves making music to stay turbocharged. Posts from this author |