For every up-and-coming company that has had its first touch with success and is beginning to scale, customer service becomes of paramount importance. Unlocking the secret to scaling customer acquisition and successful sales means that the priority shifts towards retention. And the key element in fending off customer churn is consistent, high-quality service.
Normally, this translates into increased budgets for growing the support organization. While adequate, this solution is not always the best in the long term. There are numerous examples of millennial companies in hyper-growth stage that keep their support staff to a minimum, in some cases as low as four or five full-time employees. Here are some of them for context:
It’s entirely possible to use technology to scale.
How is this achieved? A simple mind-shift towards technology solutions that not only alleviate immediate needs, but also serve preventively in the long term. Examples include things such as AI-powered automation, smart search, and ticket macro generation. Thinking about how to serve the customer better without the need of performing endless repetitive tasks will keep the workload down, and respectively, allow you to contain the size of your customer service operation.
This ideology shift can also be applied in the way work activities are prioritized. For example, when dealing with an issue you can extensively document a solution, record a video about it and place it on your customer service help center. Yes, this approach will consume more time and resources in the short term, but will cut down the number of requests your team receives on the matter by a huge margin. In addition, it also opens the possibility of setting a smart automation that provides the solution for matching tickets, effectively eliminating all manual work in the long term.
And if you don’t…
Managing customer support in this way sounds intuitive, yet many companies are still guilty of resolving the scalability challenge by simply throwing more people and money at it. And at first look it might seem like they are doing fine – CSAT and NPS metrics point to a resounding success. However, with rising customer service expenses, the profitability of the entire business suffers, which prevents so many businesses from reaching their growth potential.
So, if you want to be smart in the way you approach scaling the customer service department, and keep your entire business afloat, the advice is simple:
Invest in technology and prioritize long-term solutions.