5 tips for creating a customer-centric support organization
Customer relationships are as important as ever. Your customers (and likely future ones as well), feel their support experience is just as important as a company’s product. The following statistic illustrates how crucial it is to always put the customer first:
90% of Americans use customer service as a factor in deciding whether or not to do business with a company. - TrustPilot research
By putting more emphasis on strong support practices, companies can significantly improve their ROI. A Glance Inc study reported that 70% of Americans would spend more with companies that provide excellent customer service.
But how can support leaders ensure their organization consistently provides great service? Through customer centricity.
What’s customer centricity?
Customer centricity is putting the customers’ happiness at the heart of important business decisions. It’s empathizing with customers and focusing on their satisfaction throughout their journey to provide them with the best possible experience.
Customer-centric organizations have higher loyalty, retention, and referral rates, ultimately staying in business longer than those that neglect their users. In their research, Deloitte and Touche state companies with a customer-centric culture are 60% more profitable compared to those that aren’t.
As a support leader or stakeholder, how do you make sure the team understands and works towards a customer-centric strategy? By making it part of the support team’s culture and using the right tools.
In this article, we’ll give you 5 tips on creating a customer-centric support organization:
1. Empower support leaders and agents with the right technology
To start, make it as easy as possible for agents to resolve tickets without sacrificing a great customer experience. Many businesses opt for customer support solutions (also called help desk software) that give agents a clear view of all open tickets and their queues without changing tabs.
When agents can get customer information (a list of unassigned tickets, their queue, a customer timeline, and profile) in one place, they’ll be more efficient, focused, confident, and accurate when solving issues. The more confident agents are, the more they can get right to the issue and provide the best possible support.
The right support tech stack can also help agents limit repetitive, manual work that takes time away helping customers. It’s natural customers have issues that come up again and again, or complex questions that require more time to solve.
Technology helps agents and managers during quiet periods, but what about when there's a product issue and support gets slammed with tickets? A support team’s help desk software should be able to leverage data to the millisecond in real-time. Features such as AI-powered suggestions, a real-time dashboard, and automatic actions can enable managers and agents to create better customer-centric experiences. Below, we’ll take you through three examples of how a manager can use a help desk software to deliver a better customer experience using data in real-time:
AI-powered suggestions provide faster, personalized replies
AI-powered pre-written responses inside the reply box prevent agents from having to spend time manually typing out greetings, closings, personal information, and solutions to common questions. Features that simplify their workflow and keep communications personalized help them resolve more tickets and maintain high service standards of service. Customers in turn feel they’re treated as individuals and know agents are on top of their issue.
A real-time dashboard helps support leaders manage incoming tickets and agent capacity
When there’s a surge in support tickets, a real-time dashboard gives managers a view of where agents are (whether they’re offline, on a ticket, or on a break) in real-time so they can easi