A customer support team is usually the first in line when people contact brands and organisations. It can determine if people are happy or disappointed in an interaction with a brand. Customer support teams are the embodiment of a good customer experience. In this blog, we will talk about the definition, their importance and share 10 key strategies to improve support teams.
What is Customer Support?
Customer support is the assistance a company provides to its customers- during pre-sales, during transactions, and post-purchase phases of their products or services. A support team can intercept customer-brand conversations at various touch points. This includes phone support, email support, live chat and social media interactions. The primary goal of customer support is to resolve customer issues, answer queries, and ensure a smooth and satisfactory customer journey.
Importance of Customer Support in Customer Experience
1. Customer support can reinforce people’s brand loyalty:
Excellent customer support augments trust and loyalty. When customers know they can rely on a company for timely and effective assistance, they are more likely to continue doing business with the brand. Trustworthy customer support also leads to positive word-of-mouth interactions, attracting potential customers.
2. People view prompt assistance, positively:
Customer support significantly impacts a brand’s reputation. Companies that consistently provide exceptional support are viewed more favourably by customers. Conversely, poor customer support can damage a brand’s reputation and result in negative reviews.
3. Prompt resolutions can encourage repeat purchase:
Satisfied customers are more likely to become repeat buyers. Statistics show that 89% of people will make a repeat purchase if their interaction with the brand was positive. Effective customer support can resolve issues promptly and close the feedback loop. Happy customers are more inclined to share their positive experiences on social media platforms.
4. Churn rates can happen due to poor experience:
Customer churn is a significant concern for businesses. A study states that 65% of customers are likely to switch brands due to poor experience. Provide exceptional support, and address customer concerns before they escalate. Reduce recurring complaints and clear backlogs within the promised time frame. Proactive support also helps identify potential issues and rectify them, improving overall retention rates.
5. Happy customers are the reason for recurring revenue:
Happy customers are not only loyal but also more willing to spend money on a brand they trust. Grand view research states that, the customer experience management market jumped from $6.5 billion to $7.6 billion within 2019-202. Excellent customer support can turn a one-time buyer into a repeat customer. Moreover, satisfied customers are more likely to purchase additional products or services and participate in upselling and cross-selling opportunities.
10 Tips for Improving Customer Support
1. Invest in training and development
Customer support agents are the frontline representatives of a company. Investing in their training and development gives them the necessary skills to handle various customer issues without unnecessary escalations. Comprehensive training programs should cover product knowledge, communication skills, problem-solving techniques, and empathy.
2. Leverage AI-powered tools
Adopting AI tools can streamline customer support processes and enhance efficiency. Implement a customer relationship management (CRM) system, like Merren, to help manage customer interactions. Merren can provide a 360-degree view of customer history. AI-powered chatbots and automation tools can handle routine inquiries, allowing human agents to focus on more complex issues.
3. Implement omni channel support
Customers are active across multiple channels. Implementing an omnichannel support strategy ensures that customers can reach out via the most active channels. This can be via WhatsApp form surveys, Facebook messenger survey, phone calls, emails or other social media channels. CRM systems can update individual customer interactions to avoid. customers from repeating themselves.
4. Personalize brand-buyer interactions
Personalization is key to improving customer support. Support agents can tailor their interactions to meet individual needs using customer data. Address customers by name, reference past interactions, and offer personalized solutions. This can significantly solve backlog issues.
5. Monitor and analyze performance metrics
Regularly monitor and analyze customer support performance metrics for continuous improvement. Key performance indicators (KPIs) such as first response time, resolution time, customer satisfaction score (CSAT), and net promoter score (NPS) provide quantitative insights. Detect detractors and offer resolutions to close the feedback loop. 
6. Gather and act on customer feedback
Customer feedback is a valuable resource for improving support. Encourage customers to provide feedback via WhatsApp surveys, third party reviews, Google map reviews, and social media channels. This helps identify pain points and areas for enhancement. Acting on this feedback can prevent online mishaps and a dent in virtual reputation.
7. Empower support agents
Empowered support agents are more likely to deliver apt resolutions in time. Provide them with the authority to make decisions before it escalates. Offer incentives for outstanding performance, to boost morale and motivation. Empowered agents are more confident in their abilities and better equipped to handle customer issues effectively.
8. Implement self-service options
Gartner stated that many of the new age customers prefer solving issues on their own. Implement self-service options like comprehensive FAQs, knowledge bases, video tutorials, and community forums. This can reduce the volume of support requests and empower customers to find solutions independently. Make sure that these resources are easy to navigate and regularly updated.
9. Utilize customer support analytics
Customer support analytics provide valuable insights into customer behavior and support trends. Analyzing data such as common issues, peak support times, and customer preferences. Predictive analytics can also identify potential issues before they arise, allowing for proactive support measures.
10. Encourage a customer-centric culture
A customer-centric culture can study the needs and satisfaction of customers in all business operations. Encourage the CX team to focus on customer experience and deliver exceptional service. Regularly train the team, work on internal gaps and recognize outstanding performance. Apple Inc’s customer support team always provides exceptional service due to internal training, incentives and policies. This showcases their goals to create a customer-centric culture.
Conclusion
Improving customer support is a continuous process that requires a strategic approach and a commitment to excellence. Businesses can enhance customer experience, build trust and loyalty, and drive long-term success. Investing in training, leveraging technology, personalizing interactions, are just a few ways to ensure that customer support remains a cornerstone of a positive customer experience. Sign up with Merren for a 14 day free trial. Leverage your omnichannel platforms with Merren and get real time feedback from your customers.