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Profit from us: How customer service protects and grows revenue

Ben Collet, Director of Customer Advocacy, Zendesk

Support has a history of being misunderstood as a cost center. But, support can actually be a profit center. Relating the support experience back to dollars and cents can power up value conversations that help you increase headcount to meet demand, grow the customer base, and play your role in scaling the business. Explore how to depict support as a revenue generator in your company.

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Profit from us: How customer service protects and grows revenue

  1. 1. #RelateLive Profit from Us: How Customer Service Protects and Grows Revenue
  2. 2. Ben Collet Zendesk Director of Customer Advocacy @IkarusKid
  3. 3. 62% have stopped doing business with a brand because of poor customer service The Influence of Support 97% say customer service is important to their choice of or loyalty to a brand *Source: 2015 Microsoft Global State of Multichannel Customer Service Report
  4. 4. “If a customer contacts you with a problem and no one picks up the phone to solve it, which way is your revenue going to go?” - Greg Collins, Vice President of Global Advocacy, Zendesk
  5. 5. When Companies View Support as a Cost Center • Focus on cost, not value • Raises risk of churn • Missed opportunity for revenue generation • Leads to underinvestment
  6. 6. The Cost of Underinvestment
  7. 7. How do you shift the conversation from ‘cost’ to ‘value’?
  8. 8. • Build a clear picture of your current support operation • Grow the value of support to your company • Show support’s contributions to revenue
  9. 9. Demand - Track your annual support demand over time. What are the current trends? - Plan for future events (product releases, marketing campaigns, sales projections) - Factor in service issues that spike demand - Segment your data to reveal key customer interactions
  10. 10. Throughput - Track your productivity. How many tickets are solved by support every hour? - How can you improve? Explore ways to optimize productivity, such as chat
  11. 11. Cost - Calculate your cost per unit - Re-evaluate every year - Don’t have this conversation on its own
  12. 12. Grow Value: Prioritize • Identify which ‘slices’ of support are the most crucial • Prioritize external requests • Prioritize internal support projects designed to help you improve
  13. 13. Grow Value: Improve Self-Service With self-service: • Better customer experience • Fewer tickets save costs, reduce headcount What is your current self-service ratio? How can you improve?
  14. 14. Grow Value: Organize Hiring & Job Structure • Build guidelines for roles and skill sets • Get buy-in on your recruiting needs • Hire in advance to protect the customer - and agent - experience
  15. 15. Show Support’s Contribution to Sales – = + Revenue Protection Revenue Attribution
  16. 16. Revenue Attribution - Take credit for support-only conversions The goal isn’t to establish a revenue quota - it’s to highlight value and encourage more investment - Be data-driven, but examples help
  17. 17. Revenue Protection - Measure churn of customers with recent support touches - How much revenue did your company lose from customers who also had interactions with support? What were the CSAT scores?
  18. 18. The Goals It is about: Showing your team’s value so you can advocate for your support agents. It is about: Building a case for your contributions so you grow investment in support. It isn’t about: Making your CFO happy or diverting budget from other departments. It is about: Introducing customer service into the conversation about overall business growth.
  19. 19. #RelateLive thank you
  20. 20. #RelateLive

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