Whenever I run a webinar on how to drive ROI from customer experience, I get an unusually high number of registrants. This leads me to believe that while there are more customer experience (cx) roles than ever before, customer experience itself is not seen as an ROI generator. But thinking about customer experience as an ROI generator matters! If CX is yet another sunk cost, you won’t get the resources you need to deliver a truly great experience to your customers.
While customer experience is many things, any company that’s serious about customer experience (and thereby generating ROI) will focus on two areas: collecting accurate, actionable customer feedback and delivering great customer service. Here I’ll focus on how to get ROI on customer service, and I’ll save how to get ROI on other aspects of CX, for future posts. My examples will span a range of industries, from retail to elective surgery, because customer service can work as a conversion tool for almost every company.
Customer Service—It’s Your Conversion Machine:
Let me start with a blanket (but true) statement: Whenever chat, email or phone-based customer service generates ROI for an organization, it’s invariably because customer service is being actively staged and strategized as a conversion vehicle. Every aspect has been carefully considered: what the customer service associate says, when they say it, and how they say it. And for chat-based customer service, when the chat box appears, and for whom, is also a deliberate feature.
It’s critical to note that even though great customer service can (and should!) drive conversion, you should NOT think of customer service as a sales team. After all, the customer is calling or chatting to get information or advice. Responding to questions with a sales spiel is a quick way to turn customers off. Using customer service to drive conversion is not about using overt sales techniques, but rather providing proactive information and showing the…