Once you create an online store you have to think carefully about your customer service and success teams. There’s a common misconception that service and success teams are identical. This statement is far from true.
Both teams play a crucial role in operating a successful company. We are going to dive into each group, and show you why they are essential for the growth of your business, starting with the function of each team. Next, we will look into how each group provides valuable analytic data. Finally, we will explain how they work together when appropriately trained.
Let’s dive in!
Customer Service Generates Leads
Customer service is more common than success teams. Employees who deal with the customer service side of things are responsible for helping to generate leads, increase subscribers, and answer questions customers may have when they come to your website.
The main goal of customer service is to help consumers who are on the fence about becoming a customer. Perhaps they want to know more about the service you’re offering. They could also have questions about the shipping process and delivery of your product. Consumers are also likely to contact customer support if they created an account on your website, but forgot their login details.
Customer Success Retains Customers
Customer success, on the other hand, deals with a different consumer base. Success teams are used when businesses want to help customers get the most value from their products or services. In other words, the people contacting your success team are already customers and don’t have technical problems.
For example, if you own a marketing website with a product designed to generate leads for small businesses, a success team can help the business owner use the software. Your service team is responsible for assisting consumers if they have a question about the features of the software.
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Instead of consumers giving up because they don’t benefit from your product, you can use your success team to keep them invested in your brand.
Different Analytic Purposes
The data you gather from your Google Analytics account can help you make informed decisions when growing your business. Because both of the teams mentioned have different functions, the data collected can benefit your brand in vastly different ways.
For example, if you look at data from the service team, you can learn more about common barriers that stop consumers from becoming customers. If you notice that 70 percent of the people contacting your service team is having issues with the checkout process, it may be time to redesign that portion of your website for improved user experience.
Analytical information from your success team can help you fine-tune your products and create marketing material for your next campaign. If you know that a majority of your customers struggle with one common problem, solve that issue from a developmental standpoint and use that information to sell your product through social media and on-site.
Detail-Oriented Teams
The most significant advantage of having both of these teams is that you can create specialized groups with individuals who are extremely talented in their position. It’s nice to have jacks-of-all-trades, but the problem is they do not excel at any individual task. Specialized customer service training allows your team to examine common issues, work with the software, and solve problems for customers.
Customer success teams that received personalized training have a better grasp of customer personas and understand the pain points that new users may face. Because they spend so much time helping customers win, this gives them training that allows them to help users with more complex issues in the future.
Conclusion
Now you can see that customer service and success teams are beneficial to your business. Each group is trained differently, provides different analytic data, and function in vastly different ways. Employees on your service team are responsible for bringing customers through your sales funnel, while success teams are designed to help current customers succeed and retain them for years to come.