[Step by Step] How Do We Evolve from Customer Support to Customer Experience?
Future Commerce · with Joseph Ansanelli · November 16, 2020 · 40 min
Summary
This episode emphasizes the critical shift from transactional customer support to proactive customer experience (CX) in ecommerce. It highlights how CX drives brand loyalty, increases customer lifetime value, and significantly boosts retention by anticipating customer needs across the entire buyer journey, particularly as digital sales dominate. Operators will learn why viewing customer service as a revenue driver, rather than a cost center, is essential for modern retail.
Key takeaways
Customer service should evolve from a reactive, problem-solving function to a proactive, revenue-generating customer experience (CX) model.
Measure CX success by focusing on customer satisfaction and revenue driven by service interactions, not just ticket volume or agent efficiency metrics.
Invest in tools and training that empower service teams to engage in deeper, more personalized conversations, leading to increased sales (e.g., selling high-value items via chat).
Understand that with digital as the primary sales channel, online customer support must be as effective, if not more so, than the best in-store experiences.
Recognize that customers who engage with support can become the most loyal and highest-spending customers when their experience is personalized and positive.
Welcome to Step by Step Season 3 by Future Commerce, presented by Gladly. This season of Step by Step is all about customer experience. Consumers have reimagined the customer experience, and they expect far more from a service interaction than issue resolution. The service experience is now as important, if not more important, than the product experience. As customer expectations are evolving faster than ever, customers are rapidly moving toward brands that are engaging the way they want to engage, and away from brands that are not. Companies that can keep up with these ever-changing consumer expectations will be the ones driving long term revenue and winning over customers for life.
Customer service should evolve from a reactive, problem-solving function to a proactive, revenue-generating customer experience (CX) model.
What does this episode say about customer retention?
Measure CX success by focusing on customer satisfaction and revenue driven by service interactions, not just ticket volume or agent efficiency metrics.
What does this episode say about retail & omnichannel?
Invest in tools and training that empower service teams to engage in deeper, more personalized conversations, leading to increased sales (e.g., selling high-value items via chat).
What does this episode say about conversion & cro?
Understand that with digital as the primary sales channel, online customer support must be as effective, if not more so, than the best in-store experiences.
What does this episode say about dtc strategy?
Recognize that customers who engage with support can become the most loyal and highest-spending customers when their experience is personalized and positive.
