profit from us: how customer service protects and grows revenue
TRANSCRIPT
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Profit from Us: How Customer Service
Protects and Grows Revenue
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Ben ColletZendeskDirector of Customer Advocacy
@IkarusKid
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62%have stopped doing business with a brand because of poor customer service
The Influence of Support
97%say customer service is important to their choice of or loyalty to a brand
*Source: 2015 Microsoft Global State of Multichannel Customer Service Report
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“If a customer contacts you with a problem and no one picks up the phone to solve it, which way is your revenue going to go?”
- Greg Collins, Vice President of Global Advocacy, Zendesk
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When Companies View Support as a Cost Center
• Focus on cost, not value
• Raises risk of churn
• Missed opportunity for revenue generation
• Leads to underinvestment
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The Cost of Underinvestment
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How do you shift the conversation from ‘cost’ to ‘value’?
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• Build a clear picture of your current support operation
• Grow the value of support to your company
• Show support’s contributions to revenue
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Demand
- Track your annual support demand over time. What are the current trends?- Plan for future events (product releases, marketing campaigns, sales projections)
- Factor in service issues that spike demand- Segment your data to reveal key
customer interactions
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Throughput
- Track your productivity. How many tickets are solved by support every hour?
- How can you improve? Explore ways to optimize productivity, such as chat
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Cost
- Calculate your cost per unit
- Re-evaluate every year- Don’t have this
conversation on its own
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Grow Value: Prioritize
• Identify which ‘slices’ of support are the most crucial • Prioritize external requests• Prioritize internal support projects designed to help you improve
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Grow Value: Improve Self-Service
With self-service:• Better customer experience
• Fewer tickets save costs, reduce headcount
What is your current self-service ratio?
How can you improve?
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Grow Value: Organize Hiring & Job Structure
• Build guidelines for roles and skill sets
• Get buy-in on your recruiting needs
• Hire in advance to protect the customer - and agent - experience
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Show Support’s Contribution to Sales
– = +
Revenue Protection
Revenue Attribution
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RevenueAttribution
- Take credit for support-only conversions
The goal isn’t to establish a revenue quota - it’s to highlight value and encourage more investment
- Be data-driven, but examples help
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RevenueProtection
- Measure churn of customers with recent support touches
- How much revenue did your company lose from customers who also had interactions with support? What were the CSAT scores?
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The Goals
It is about: Showing your team’s value so you can advocate for your support agents.
It is about: Building a case for your contributions so you grow investment in support.
It isn’t about: Making your CFO happy or diverting budget from other departments.
It is about: Introducing customer service into the conversation about overall business growth.
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