As a customer, hearing the answer “go read this self-service article” from a support agent can be a frustrating experience. So many companies do self-service poorly that this type of response can feel like the agent is brushing the customer aside to focus on another issue. However, a great self-service experience can change this feeling of being ignored to one of feeling satisfied and empowered.
Businesses tend to primarily associate customer acquisition with marketing and sales. They often leave customer service out of the equation because they forget that customer acquisition includes the ability to convert prospects that are already in contact with your business. Prospects often subscribe to email newsletters, follow your business on social media, or read your blog, demonstrating a level of interest and familiarity that hasn’t turned into monthly recurring revenue—yet.
Despite our cultural obsession with achieving inbox zero, email remains one of the top ways customers reach out to businesses. In fact, 49 percent said email was their preferred customer service channel, second only to phone, according to Zendesk research. Email, if a little perfunctory, has the advantage of being a readily accessible and widely understood medium.
When most people refer to a CRM (customer relationship management) they’re referring to software or a tool that enables them to manage and improve their relationships with prospects and customers. But customer relationship management varies, depending on what department you’re talking to. A support team might use a CRM to manage customer tickets, while marketing teams may use the tool to analyze how consumers respond to online campaigns.
Founded in 2010, Freshworks is a global SaaS firm that provides customer engagement solutions for organizations of all sizes. The firm entered India’s unicorn club (start-ups valued at or above USD 1 billion) in July 2018. The firm has grown from a 6 member team in 2010 to a 2500+ member strong company and has a dozen products under the Freshworks brand.
Customer expectations are higher than ever—so much so that IDC predicts that companies will spend $641 billion on customer experience technologies by 2022 to meet them. Customers want easy, fast, and personalized experiences across touchpoints, and they’re comparing your business to companies that consistently deliver on their needs. When companies prioritize their relationships with their customers, they reap the benefits of renewed loyalty and competitive advantage.
The buying process has changed. Access to digital communication channels and endless information online has empowered consumers to take control of their buying journey. On the flip side, legacy sales software hasn’t kept up with the modern buying process—sales processes have only become more complicated. In an effort to fill the gap, companies have layered on more and more point solutions, forcing sales reps to navigate multiple tools.
Every business dreams of having countless satisfied and loyal customers. Once you’ve crossed a certain point, those people are more than just customers – they are enthusiastic promoters and brand advocates of yours, who wouldn’t dream of ever switching to another competitor. Of course, these types of customers are rare. And to acquire them, businesses have to pull out all the stops, and develop a strong focus on a critical area: customer success.
Congratulations. You’ve decided to prioritize agent experience as a key driver of customer success. This move positions your business to unlock the one true secret to a better customer experience: equipped, empowered, and engaged agents. Now, where do you begin? The genesis of this proactive change program is in prioritizing improved collaboration.
