Teams | Collaboration | Customer Service | Project Management

If you’ve ever watched The Office, you might remember the episode when Dwight and Jim discover that their customers have been giving them terrible reviews. They’re in total and utter denial — “The reason that I got bad customer reviews is because I didn’t! There is a massive conspiracy going on here!” Dwight protests.

When Birchbox, a personalized beauty subscription service, was founded in 2010, they had just a few people answering customer emails. Eight years later, they had a team of 54 support agents managing a monthly volume of nearly 38,000 tickets across multiple channels. With the efficiencies gained from implementing a robust customer support software, they actually reduced their cost per contact and achieved their fastest resolution time ever, despite the company’s rapid growth.

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.

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.