Measuring the Intangible Benefits of a Customer Service Solution

When companies begin to look for customer service solutions, it’s often because there are major issues they need to solve. But oftentimes, these issues are intangible things such as a general lack of efficiency, a sense of ineffectiveness, a need for call deflection and other matters that seem hard to quantify. The benefits of customer service might seem hard to measure at first.

After identifying concrete and intangible challenges, the next step for companies is to find a way to resolve those issues and ultimately achieve customer service success. This certainly won’t happen overnight, but the process is worth it when you consider the benefits of quality customer service for your customers as well as your company as a whole.

Here, we describe the characteristics and benefits of excellent customer service and cover how to measure them.

Who Benefits From Good Customer Service?

The answer to this question really is that everyone involved benefits from excellent customer service. If you think about it, what is the purpose of good customer service if not to create more satisfied and loyal customers, happier and more successful agents and a healthier bottom line?

There really are benefits of providing quality customer service for the customer, the agent and the business as a whole. In many cases, when one aspect is improved, all stakeholders will experience the positive impact. The results of good customer service and the advantages of service quality improvements can often be felt instinctively, but they can also be quantified with some of the top customer satisfaction metrics.

Benefits of Customer Service Excellence

Let’s explore some of the top benefits of customer service excellence for the customer, agent and business — and how you can measure them:

Increased Customer Service Efficiency

An efficient process is one that requires little input but yields maximum output. Improved efficiency in a customer service environment means that you empower your customer support agents to do less and help more. The advantages of this are increased productivity, higher-quality customer service and a stronger sense of job satisfaction. After all, how many employees want to work harder and produce fewer results?

Using Kustomer, agents can use shortcut words to type a complete sentence with just a #hashtag, while quick keys allow them to use the keyboard instead of the mouse. With these tools, some agents can handle multiple chat screens while others are better able to process emails more quickly. Additionally, the Kustomer timeline surfaces all customer interactions on a single screen, preventing the need to bounce back and forth between different systems.

All of these elements lead to a more efficient and productive workforce. Organizations that demonstrate improved efficiency can track improvements through customer satisfaction metrics like faster resolution times and an increase in the number of conversations each agent handles.

Greater Customer Service Effectiveness

Increased effectiveness means making it easier for agents to excel at their jobs. This involves providing agents with the right customer service training, tools and resources to successfully resolve customer issues and offer personalized support.

For example, Kustomer’s actionable context cards allow agents to do things like issue refunds directly from their screens and easily route conversations to other agents who can provide the right type of assistance.

Companies that increase customer service effectiveness realize benefits through improved customer satisfaction (CSAT) scores, faster case resolution times and higher customer retention rates.

Improved Customer Deflection

Companies that can deflect easily avoidable customer support conversations free up agents’ time for more complex issues.

This can be done by providing resources like an easily accessible knowledge base or FAQ section which deflect simple questions like the company’s hours of operation, store locations and refund policies. Even an AI chatbot can address immediate needs before transferring customers to a live chat with a skilled agent when needed. Additionally, proactive outreach capabilities allow agents to address customer concerns before they arise. An example might be sending a notification to all customers in a certain region that an impending storm system may delay shipments.

Not only are these self-service resources beneficial for customers, who can get immediate answers with very little effort, but they also take a burden off of customer care agents who then have the bandwidth to handle higher-level issues. Organizations that successfully deflect customer support conversations witness the benefits of good customer service by seeing a lower number of new cases and more favorable customer effort scores (CES).

Enhanced Satisfaction and Loyalty

The ability to give or receive exceptional customer support can boost customer satisfaction as well as agent satisfaction (ASAT). All of the above benefits of customer service help establish a more loyal and content workforce as well as a community of happy customers, both of which are critical to business success.

Brand advocates are more likely to spread positive messages about your company to friends and family members, post glowing product reviews or employer feedback, and offer sustained support for your company. New employees and customers are more expensive to acquire, so facilitating a great employee and customer experience should be a top priority. Metrics for measuring success in this area include CSAT score, ASAT score and net promoter score (NPS) as well as customer and employee retention rates and churn.

Better-Informed Business Decision-Makers

In addition to the more obvious advantages of customer care success, such as a bottom-line boost and increased word-of-mouth reach, there are also benefits of evaluating customer service experience and performance.

Any good customer care strategy involves tracking KPIs and monitoring important customer service metrics. Armed with insights like CES, CSAT, net promoter score, sentiment analysis, resolution time, call abandonment rate, resolution rate and customer retention, decisionmakers can implement data-driven, customer-centric changes and continue monitoring the results.

Now that you’re familiar with some of the key benefits of a good customer service solution, find out what specific tools and features you should be looking for in our buyer’s guide.

 

What Is It Like to Work on the Product Team at Kustomer?

If you’re interested in joining the Kustomer team, check out our Careers Page.

What is it actually like to work here at Kustomer? We’re going to help answer this question in a series of interviews with folks from every department to tell you about their unique experience, and how it applies to anyone looking to join our team.

Here’s Peter Johnson, VP of Product at Kustomer, to share what it’s like to build our powerful platform for customer experience:

Q: What is unique about working on and building the Kustomer platform?

PJ: We get the chance to totally challenge the status-quo in the support space and re-imagine what a modern CRM should look like. We get to ask questions like, “Could ticketing be done better?” or “How can we improve on legacy routing models?” These are old problems being reimagined in modern tech, and we’re at the forefront of them.

Q: What skills and programming languages do we recommend applicants know and use on our team?

PJ: Project Managers and Designers don’t need to be able to code at Kustomer! Though it doesn’t hurt to know HTML/CSS or Javascript. I think the most important skill is being able to learn quickly. Yes, having previous experience leading a dev team, designing in Sketch, working in Agile, etc. are all helpful traits. However, the best PMs/Designers are open-minded, data-driven, curious, and genuinely give a shit about the products they design.

Q: What features are the product team most proud of?

PJ: Many come to mind: Obviously the Customer timeline, Synchronous and Asynchronous Chat Product, and Chat Conversation Assistant are highlights. Though I’d say that I’m even more amazed at what we were able to ship considering how quickly we shipped it, with such a small team, and in such a short timeframe.

Q: How does Kustomer set up its Product team for growth and success?

PJ: We try to inject data into the decision-making process as much as possible—both qualitatively and quantitatively. Existing customer feature usage metrics, as well as feedback, are extremely important in our future feature decision-making. There’s a quote I love that says “If we have data, let’s look at data. If all we have are opinions, let’s go with mine.”

Q: If you had to describe the Product team in one word, what would it be?

PJ: Kustomer. We commonly use the phrase “Don’t just talk about it, be about it.” At the end of the day, no phrase or one word sums up our team better. The results our team’s hard work and output can be seen in the Kustomer product.

Q: What kinds of things does the Product team do as a team outside of work?

PJ: A few recent events we’ve done: a ping-pong outing at Fat Cat, lunches in Bryant Park, drinks at the Pennsy—we definitely have a lot of fun as a team.

Q: Where have other members of the Product team worked in the past?

PJ: Social networks, CRM software companies, real estate management software, health startups, video chat software, and more.

Q: What are some of the benefits of working at Kustomer?

PJ: Beyond things like great health insurance and snacks, I’d have to say ownership. You have the chance to design and be a part of launching a totally original product that has your fingerprints on it, and is used by thousands of people every day. It’s a really satisfying feeling to own a product end-to-end.

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If all of this sounds makes you think, “Wow, Kustomer sounds like the kind of place I want to work,” then we have some good news. We’re growing fast, and are hiring for our Product team in our NY office RIGHT NOW! If you’re interested in joining our team, apply directly here.

Why Companies Are Switching from Ticketing Systems to Kustomer

Ticketing systems have been around for decades. Ticket numbers, formal emails (“don’t reply below this line”), isolated data (“what is your order number?”), have been a part of our lives as customers and customer support professionals. It’s hard to believe a better world is possible. Kustomer, built by industry veterans, was created with a different vision in mind—a customer-centric platform that ties together all the conversations and business information about a customer into a single timeline, together with powerful workflows that enable customer-first companies to execute their customer experience vision. In the past year, a number of customers have successfully migrated from ticket-based solutions to Kustomer. Here are a few items that CX agents and executives who made the switch have highlighted about making the move:

1) From Isolated Tickets to a Single Timeline View of the Customer

How many platforms does your team use to communicate with customers? Is your team in constant need to merge tickets? Because tickets from different channels are often disconnected, it’s easy to run into a customer who is chatting with another agent while you’re in the middle of replying to their email. Or worse, you might reply without knowing that they’re already being helped.

In Kustomer, you can see all the communications with your customer in one place. That means that real omnichannel communication is possible. You can go from emailing with a customer to chatting with them, to calling them on the phone, and see all those records in one conversation. That’s because the customer is the atomic unit of our platform—everything revolves around them.

2) From Disconnected Solutions to Actionable Integrations

How many tabs does your team need to keep open at the same time? When your customer support platform is disconnected from the rest of your platforms, agents need to keep copying and pasting customers’ email addresses into your admin systems to get even basic information about the history of their interactions with your company—past orders, delivery status, etc. Kustomer pulls data from all your platforms and tools and arranges it in a way that makes sense for your business.

With Kustomer’s single timeline view, the customer is the focal point, not individual conversations. Not only does Kustomer merge every interaction into the same conversation automatically, it also integrates with your other systems—like Shopify or JIRA, just to name a few. That means you can see when orders are dispatched and delivered, or previous items that customers have added to their carts or subscribed to on your site. All of this is displayed in that same timeline, so you have a deeper context whenever they reach out. Everything is completely customizable, so it’s easy to create a view that empowers your team to tackle your specific business challenges.

With this level of integration, tasks like returns or reimbursements can be completely automated (as we’ll discuss in the next section). No matter if your business is pizza, shoes, or software, Kustomer can be customized to show your agents everything they need to know in a single window. Orders, shipping info, product or version number, buyer and seller information, and social interactions can all appear beside each customer in bespoke “K Objects”. This makes it easy for agents to get the whole picture and take the next best action, or communicate with the right parties while staying on one platform.

3) From Repetitive Tasks to Intuitive Automation

Kustomer makes it easy to automate commonly-used workflows so that your agents can focus on connecting with customers rather than rote tasks. Don’t be limited by basic workflow functionality that won’t simplify your agents’ day-to-day work. Now you can define intelligent, branched workflows and reports encompassing all customer-related systems in your business.

Because Kustomer integrates with your other platforms, it’s way more powerful than just showing your customer history—it allows you to act on it. These branched, multi-step workflows make it easy to efficiently scale your team and automate simple tasks. Sending instant follow-up emails or processing a return is now only a click away and no longer has to take your agents’ attention away from the customer.

4) From Reactive Support to a Proactive Experience

Proactive service solves for what your customers need. That means it may be something they haven’t even asked for, like a faster delivery to avoid an incoming storm that might cause delays. It’s one of the best ways to build stronger relationships and deliver meaningful experiences. Ticketing systems are inherently reactive, as agents only respond when customers have a problem or a question. Because Kustomer keeps all of your customer information in one place, you can create granular searches for customers around specific behaviors or qualities, all on the same platform. That means your service isn’t just efficient—it’s smart.

If you want to build customer loyalty, you can search for customers that may have bought a product that could give them an issue, then send them all a message proactively. Let’s say your new mascara is mislabeled as “Vegan”—you can look up all the customers who have preordered it, then send them an email letting them know the mistake and offering a free refund or exchange if they don’t want it—all before their orders have arrived. Or if there’s going to be a storm that affects customers in a certain geographic area, you can notify all the customers with orders going to that region with a list of options before their shipment is delayed. With all your customers’ information in one place, it’s easier to surprise and delight them than ever.

When you combine this robust search capability with automated workflows, intelligent and proactive outreach can become a reality.

By putting all the information about your customers in a single view and making it easier than ever to act on it, Kustomer is winning over companies across industries. To try our powerful platform for yourself, schedule your demo today.

Product Update: Get Deeper Insight with Custom Object Searches

Kustomer’s platform for customer experience uniquely collects, organizes, and displays all the available data about your customers in one easy to use timeline. Searches are a way of segmenting conversations, customers, and companies based on properties like customer loyalty level, conversation status, channel and more. We’ve expanded the functionality of Searches to include custom objects as well. With information from tools like Magento, Delighted, or Jira, you’ll now be able to create searches based on any customer data that exists in your business custom objects (Kobjects). And the possibilities are endless.

For example, if you’re an IoT company with a device object, you can use search segmentation to see all the devices that have been registered in the last week as well as all conversations about each model; automatically updating when new information is available.

You probably also collect CSAT information and integrate it into Kustomer to make sure you provide relevant service. With Custom Object Searches it’s easy to create a search for all conversations that received a negative CSAT score in the last week and even further segment that by customer information like subscription tiers, location, or total dollars spent. Teams can then easily prioritize outreach in order to maximize customer satisfaction.

No need to invest in highly-priced enterprise software or in-house development. With Kustomer your team is now fully informed and empowered to provide the best service for  every customer.

For more information about Custom Object Searches, check out this article.

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