How to gain more influence as a customer service director

Every day, customer service departments gain access to valuable knowledge about how customers experience your product or service. Yet customer service directors do not always have a seat at the table when important decisions are made. And that is a shame. Because every single customer conversation contains valuable insights that can be used to improve customer experience.

Conversations containing product feedback

When customers contact your customer center with comments about your product, it is important that your staff take it seriously and log the information on an ongoing basis so that your product department gets customer feedback right away.

Not only does this make customers feel understood, but if many customers have issues with your product, it is also critical for your reputation. So make sure your product team knows where customers are actually experiencing problems so they can resolve them quickly.

Share knowledge about customers’ payment problems

Customers who mention payment issues during a customer conversation are 35% more likely to express dissatisfaction. And when you add to that the fact that 9% of all customers have problems understanding or paying their bill, it is time to pass this information on to other departments.

Along with the rest of the management team, knowledge about payment will allow you to launch initiatives such as …

  • regularly updated self-service pages
  • timely payment reminders by email or text message with a detailed explanation of how to pay
  • updated payment systems that make it easier for the customer to pay invoices on time

Share knowledge about self-service inquiries

The self-service page is made for customers, so it makes sense to give them a decisive voice when updating the content.

We estimate that around 2 million customers each year mention self-service when they call Danish customer service centers. This means that 2 million customer conversations could have been avoided if the self service solutions were fully updated.

To avoid this type of call, it is important to have structured meetings with other department directors on a weekly basis. This way, you can ensure that all departments are up to date with the most important calls in the here and now.

Learn how to position yourself from your competitors

On average, 9% of Scandinavian customers mention competitors when calling a customer service center. Often this is because the customer expresses that they are dissatisfied with a given service or product.

Fortunately, you do not need to invest in expensive market reports to get an even better insight into your competitors' practices. Gathering all information directly from your customers gives you a reliable basis for comparison from the point of view of your target audience.

Let us say you are a department manager in a company that sells groceries. Here, we have generally seen a tendency for customers to mention competitors in relation to quality or shelf life. In this situation, it would be important that you respond to these requests by positioning yourself on price and sustainability, or by expanding and replacing parts of your product range to match customer expectations.

Identify login problems

Unfortunately, technical errors happen from time to time, and they can affect all kinds of organizations. So if your company has a login system, it's important that you have a plan for how to quickly relay information about login errors to the department responsible for developing and maintaining your website.

In general, there is a big difference in how good departments are at passing on this type of information, but we see that it pays off. If you are among the best at catching and solving login problems quickly, login inquiries only take up 0.5% of all calls, but if you are among the slowest, this type of call can take up as much as 10%.

Find out how often customers experience delivery problems

Every year, couriers deliver more than 150 million parcels to Danish households. With so many deliveries, it is hard to avoid the occasional error, but your department can try to keep the number of inquiries to a minimum.

As with all other data in your customer center, it is important that you collect and categorize delivery insights in a systematic way, so you know which types of problems customers most often mention.

For instance, if customers generally experience a lot of problems with changing delivery times, you should pass the information to your communications department or suppliers so that you can agree to set up an automated SMS or email flow to ensure that customers are updated before they reach out to you.

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