Expert service agents create better CX
Over the medium- to long-term, a more consultative customer service strategy will almost certainly lead to higher levels of customer retention, and a stronger reputation for your brand.
So how does this differ from a yes-led approach? This time, the customer speaks to an agent who has been trained as an expert and is empowered to make decisions. Rather than simply executing the task defined by the customer, the agent listens to the customer’s requests, asks what their goals are, then advises them on the most effective way to achieve them. The immediate query resolution is deprioritized in favor of overall customer experience.
In some cases, this CX-led approach might mean the agent recommends something that costs your business in the short term but delivers more value to the customer. For example, if a customer wanted to upgrade to a more expensive wireless contract but your expert agent notices that the customer is actually not using all their data in a given month. The agent would point that out. The agent may provide tips on how to make the most of existing data rather than springing for an unnecessary upgrade.
How does a CX-led customer service strategy help your business?
In short, it trades quick wins for increased customer lifetime value. The honesty, expertise, and genuine collaboration a CX-led customer service strategy offers, increases customer trust and consequently, brand loyalty. If customers trust that you’ll look out for them and give them the best deal, they’ll likely remain customers longer and are more likely to tell their peers about their positive experience.
This approach has the potential to deliver far more value to your customers—so ultimately, it can deliver far more value to your business, too. This is because it can allow you to gain a serious CX advantage over other businesses that offer a similar product to yours.
How can any business deliver a CX-led approach?
If you’re running a customer service department internally, your choice of technology is the biggest ace up your sleeve. The right platform can help you connect supervisors and managers to their customer service agents to identify and solve issues in real time. Advanced solutions will also help you provide coaching, monitor performance KPIs, and support teams in realizing their potential.
If you’re using a BPO provider, make sure their technology can provide the above, and interrogate how CX-led their customer service strategy really is. What’s their agent training culture like? How’s their agent retention? Do they get strategic with your request or do they just say “yes”?
With the right technology and BPO partner, you can drive satisfaction up, bring costs to serve down, and send customer lifetime value higher.