Customer Experience is an increasingly important factor in the success of companies because, in addition to quality products and services, consumers are looking for companies that provide a good shopping experience.
That’s why implementing good customer support needs to be part of your company’s Customer Experience strategies. In this article, you’ll learn more about customer support and how to implement it effectively in your company.
What is customer support?
Customer support, often confused with customer service (SAC), is a strategic approach that companies adopt to meet their customers’ needs after the sale or, in some cases, during the purchasing process.
We can define customer support as a service whose main objective is to solve problems and offer assistance throughout the customer journey. This service can include providing information, resolving doubts, technical assistance and many other solutions.
But contrary to what you might think when we talk about customer support, this service can go far beyond simply answering questions or resolving complaints.
In companies that invest in Customer SuccessThe support service can have functions such as carry out satisfaction surveys, monitor the customer’s progress with the product or service, identify upsell and cross-sell opportunities, and even act as a facilitator for the customer to achieve their objectives.
At Scooto, a company specializing in transforming customer relationships through humanized service, the support service aims to provide an exceptional customer experience and is seen as a major sales strategy .
How important is this kind of strategy?
As we have already understood, customer support acts directly to satisfy the customer’s needs during their purchasing journey.
That’s why it’s essential for any company that wants to provide a good customer experience and, consequently, achieve success in the medium and long term.
Here are some reasons why this type of strategy is so important for your company:
- Customer loyalty
Investing in good customer service results in more satisfied customers who are more likely to remain loyal to the brand.
For the company, building customer loyalty means reducing the cost of acquiring new customers and maintaining stable revenue.
- Up-selling and cross-selling
As well as keeping customers loyal, customer support also opens up opportunities for up-selling and cross-selling strategies, which have a positive impact on the company’s profits.
If new or additional sales are made in support services, customer value also increases and the company can make a higher profit without additional costs.
- Reduced churn rate
The churn rate, or cancellation rate, represents the percentage of customers who seek to cancel services within a given period.
A company that provides quality customer support can considerably reduce this rate, since good service results in more satisfied customers.
- Buzz marketing
Satisfied customers tend to share their experiences with others, which results in very positive buzz marketing for the company.
This buzz is highly influential on the company’s reputation and can also bring in new customers at no extra cost.
- Positive reviews
Customer reviews are decisive factors in the decision making of other consumers.
Review sites such as Google My Business or Reclame Aqui are full of potential customers looking for reviews of products, services and shopping experiences as a basis for deciding whether or not to consume a particular brand.
That’s why investing in good customer support is also a strategy for generating positive reviews.
Read also: Inbound telemarketing: concept, advantage and more
What are the advantages of customer support?
Offering good customer support directly influences customer satisfaction, and satisfied customers can bring several advantages to the company. Here are some examples:
- Reduction of CAC (Customer Acquisition Cost)
One of the most obvious advantages that a good support service can bring is a reduction in CAC.
When customers are satisfied and remain loyal to the brand, the company can reduce investments in strategies to acquire new customers.
- Positive reputation
A positive reputation is also an advantage that good customer support can bring, because satisfied customers are more likely to share their positive experiences with others on social networks or review sites.
This creates a positive image of the company in the market, which attracts new customers.
- Competitive advantage
Good customer support can also be a competitive advantage over the competition.
Companies that provide good experiences can win customers over from the competition, as consumers tend to choose companies that stand out not only for the quality of their products or services, but also for the quality of the support they receive.
Customer success vs. customer support: what’s the difference?
Although they aim to improve the customer experience, support and customer success differ in some characteristics. Here are some differences:
- Customer success: Customer success is a strategy that seeks to ensure that customers achieve their goals when using the company’s products or services.
Unlike customer support, this strategy involves more proactive follow-up and a closer, long-term relationship with the customer.
- Customer support: on the other hand, customer support is more reactive and is much more related to resolving problems, doubts and assistance during the sales and after-sales processes.
This service involves providing technical support, information on products and services, and solving problems when they arise.
Both are essential for a company looking for complete customer service and can bring positive results such as customer loyalty, buzz marketing and improved brand reputation.
How to implement customer support in your company
Now that you’ve understood what customer support is, its importance and its advantages, it’s time to understand how you can implement it effectively.
Here are some tips on how to implement customer support in your company:
Map out the objectives
The first step to implementing customer support effectively is to map out the objectives the company wants to achieve with the service.
These targets can include response rates, average problem resolution times, customer satisfaction levels, among others. Having these objectives well defined will help direct efforts and measure the effectiveness of customer support.
Choose the right tools
Choosing the right tools is fundamental to the success of this strategy.
There are various software options and technologies available for managing customer interactions, but you need to understand which best suits your company’s needs and the objectives of the support operation.
Train the service team
Training staff to deal with different situations, from solving technical problems to providing information about products and services, is essential to the success of the support operation.
In addition to technical aspects, communication, empathy and conflict resolution must also be trained in the team.
Offer multichannel service
Finally, a good customer support service relies on multichannel service.
To meet the needs and preferences of each client, it is important to offer different means of communication. This means that customers will be able to choose the most convenient communication channel, which also contributes to a good experience.
Read also: Customer centric: learn what it is and its advantages
How can Scooto help your business?
Now you’ve understood the importance of customer support, the numerous advantages it can bring and some of the points that need to be considered when implementing this strategy.
And, also, how customer support works, know that Scooto helps you put this strategy into practice at a lower cost, since outsourcing this sector reduces investment in equipment, systems, training and employees.
If you want to transform your company’s customer support and provide exceptional experiences for your customers, Scooto can help. Get in touch with a Customer Services specialist and have your onboarding within 14 days!
