Customer Service – The New Battle Ground for World Class Organizations


All businesses today have their own goals, visions and missions. But it is a known fact that every business exists for one purpose – serve their customers and grow their business. Growing revenues are of prime importance for every organization because that keeps them alive by maintaining their employees and keeping their business running.

The best way for organizations to grow revenue is by acquiring new customers steadily which is the primary focus of their business development, sales and marketing teams. But another equally important factor for growing your business is retaining the existing customers and keeping them happy as well.

A customer that buys from you repeatedly is much more valuable than a customer who buys from you just once. What’s more, a repeat customer can often turn into a promoter which helps grow your customer base even further. According to an HBR article, acquiring a new customer is 5 to 25 times expensive affair than retaining an existing one.

So, how does one go about this? One of the key elements in retaining customers and turning them into potential promoters is good customer service. No matter how good your product is, if your customer support is shoddy, your customer’s experience and satisfaction is bound to suffer, which affects your chances of retaining them.

In other words, good customer support equals good customer experience, which equals good retention and growth.

So, if you don’t have a dedicated customer support team, it is time you think of getting one. For those organizations that do have a dedicated support team, here are a few key skills that you need to ensure your agents possess to ensure a good customer service support experience:

Product Knowledge: It is extremely vital for your agents to be up-to-date and thoroughly aware of all your products and services. There’s nothing more frustrating for a customer than calling customer support only to be transferred multiple times or put on hold while the agents hunt for answers.

Patience: A frustrated customer needs time to vent. No matter how angry or unreasonable a customer sounds, your agents need to give them a chance to explain their situation in detail. Negatively reacting to an angry customer ends up causing further harm.

Swiftness: Time is of the essence when responding to your customers. Your team needs to be quick in responding to customers. With the increased interconnectivity that the internet provides, many customers have come to expect near real-time responses to their queries. This is why it is important to maintain a quick turnaround-time. Using swifter modes of communication such as a live chat and call center support can further help you improve customer service experience. Remember, delays in responding to a customer can lead to decrease in customer satisfaction and can cost your future business loss.

Clarity: You need to ensure that your agents are able to communicate clearly and concisely to a client. Most people do not have the patience to read a long message or listen to long explanations. Your agents must balance brevity with thoroughness and approachability.

Empathy: An agent who can empathize with a customer will be much likelier to satisfy the customer than one who cannot. Customers need reassurance, especially when frustrated, and want to feel that they’re conversing with a person not a feeling-less robot. Along with this, smaller gestures that show consideration and respect for customers can help too in order to improve good customer service. Amazon’s policy of refunding the price-change on recently purchased items is one example of such a gesture.

Adaptability: Each customer interaction is different. Your agents need to be able to adapt to different customer problems and demands, technical issues and more. This ensures that they are ready for every eventuality and that they continue to satisfy your customers.

Initiative: Good service keeps customers satisfied, but it doesn’t necessarily convert them into promoters. Going the extra-mile can make that difference. While not mission-critical, being willing to take initiative and go out of the way to help customers is a vital skill to have in an agent. Agents who do this end up delighting customers, converting a merely ‘satisfied’ customer into a possible promoter.

customer service

Please note that merely instilling these skills is not enough. You need to constantly monitor your NPS and customer satisfaction results. You need to keep an eye on all communications to see if there is scope for improvement elsewhere. Only by taking a proactive approach towards customer delight can you continue to grow, especially in today’s highly competitive marketplace.

However, handling this all internally can be quite a challenge – which is why MattsenKumar (MK) is here to help. With a broad product suite offering you everything – from cutting-edge Speech Analytics services (MK SmartSpeech), to BPO services and consulting , MK can help you to better understand customer grievances and provide top-notch customer support, pacing the path for customer delight.

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