January 09, 2023

Another ENglish word in the corporate environment? A simple department? Not at all. Today's subject is Customer Success, one of the most valued and fundamental concepts in the routine of companies today.

Seen as the profession of the future (and the present), Customer Success is one of the means to retain customers, keep them satisfied, and increase profitability. It has already benefited many call centers, and now this may be your turn.

To prove it, we will show you how Customer Success works, the benefits of CS for call centers, what makes it different from SAC, and much more. Follow along!

What is Customer Success?

Customer Success, whether the professional, the strategy, or the department, is responsible for "solving the customer's pains" or helping to achieve their goals from contracted service or products.

He or she will not necessarily serve customers directly, but rather act as an intermediary between certain areas, making sure that they will provide the best possible experience, enough to keep them active and loyal.

Considering that the Customer Acquisition Cost (CAC) is often not low, retaining customers is the most positive and beneficial alternative. A study conducted by the consultancy firm Bain & Company, "The Value of Online Customer Loyalty", proves this.

According to the research, loyal customers buy 67% more than new consumers. Reducing leaks by 5% also tends to increase profits by up to 75%, as Strikedeck reveals.

CS is present in several stages, including the consultation to know who are the ideal people to be reached and what should be done to provide the most appropriate journey and achieve the desired goals. After that, building loyalty is a consequence.

Benefits of CS for the call center

Even if the methodology seems to be distant from your reality and from your call center needs, when Customer Success manages to bring the expected result to the consumer, there are successes in different spheres of the business.

Check out the main benefits of implementing Customer Success in your call center beyond customer loyalty:

• Churn reduction;
• Revenue predictability
• Increase in sales;
• Improvement in new customer conversion rates;
• More customer engagement;
• Achievement of constant feedbacks;
• More appropriate customer support
• Improved payment process.

What does Customer Success do?

To better understand how Customer Success works and what are the attributes associated with it, we have listed some of its main functions, especially within the call center

• Onboarding and ongoing

In the onboarding phase, he is responsible for making sure that the customer has a satisfactory first contact with the solution offered as soon as he joins the portfolio. Generating value at this stage will be crucial to ensure a long-term partnership.

Soon after, the goal is to exceed expectations and follow up to see if what was agreed is being met, always maintaining the stability of what was planned and seeking improvements.

• Conducting training and meetings

The CS can act as a consultant, training and teaching the contractor how to use the product or service in an efficient and advantageous way. It also conducts alignment meetings to understand how the health of the relationship is and other areas for improvement.

• Retrieving customers

Trying to convince those who have canceled contracts or are about to give up purchase to continue with the company is quite a job. At this moment, the CS identifies bottlenecks, understands the client, and creates strategies to rescue them.

Other differentials of the CS role in the call center involve:

• Assisting in the practical use of what has been contracted;
• Measure the results achieved and project new ones;
• Increase recurring revenue;
• Gauging the level of customer satisfaction;
• Diagnosing customers with low satisfaction levels, and taking action.

Customer Success x SAC: what is the difference?

Especially in the call center, many people still confuse the concepts, avoiding investment in Customer Success because they believe it is the same thing as Customer Support (SAC).

But understanding the differences is easier than you think. SAC has a passive approach, responding to the doubts and demands that come from the consumers themselves.

On the other hand, the CS acts proactively. It is he who comes to you, presenting a more personalized service, proposing new features, collecting feedbacks, instructing on features and, of course, providing a unique experience.

How to apply Customer Success in the call center?

Setting up a Customer Success department in your call center will be crucial to increase sales. However, for everything to happen in the most perfect order, it is necessary to pay attention to some factors, such as

• Understand the customer profile: to know who you are talking to, know habits, lifestyle, behaviors, demographic and professional information, etc.
• Set up a team with the necessary skills for CS: choose professionals who are secure, reliable, and who convey professionalism and empathy; after all, they will be the brand's image.
• Invest in training for the team before and during implementation: train those chosen to understand everything about the solution, including possible failures, and know how to deal with each consumer.
• Customer portfolio per employee: do not overload the CS, because the focus is on quality service, not quantity.
• Employees specialized in different segments: if the call center serves companies from different areas, nothing fairer than dividing the sector into specific segments to better serve them.
• Invest in technological tools: count on equipment and software that facilitate the work of the CS, reducing errors and speeding up some steps.
• Know how to analyze the metrics: closely monitoring and understanding the indicators enables you to understand if customer satisfaction is at the projected level, identify gaps, and act more accurately.

Ideal equipment for call centers

Another indispensable factor in the day to day of the CS is the use of products integrated with Artificial Intelligence. Through it, attendance becomes agile and precise, with real-time information that facilitates the professional's routine.

AI solutions also considerably improve audio quality, an innovative differential that fascinates customers and keeps them satisfied.

Whether for the Customer Success sector or other areas, having professional headsets for call centers promotes greater comfort and stability during calls, resulting in high performance and cleaner, more pleasant communication.

The technological innovations of the Epko headset line will revolutionize your company, be sure to check it out in our online store!