Plan: The definition of customer service

Better Customer Service Means Better Conversions

Delivering superior customer service is crucial for every brand, but especially for small businesses and new ventures just entering the market. You can have the highest-quality professional service or the best-fitting hiking shoe, but if you don’t have a knowledgeable, consumer-focused support team, you shouldn’t expect to thrive in a competitive marketplace.
People won’t remember how comfortable those shoes are if they can’t get a straight answer from the customer service rep about how to return the footwear for a different size, but they will share about how bad the customer rep experience was. And these days that means telling not just friends and family, but all their social media followers—which could amount to thousands or tens of thousands of people.
Customer service is more complex than knowing what to say when a customer (or potential customer) contacts the help line. Service center employees must consider perception, opinion, cultural influences, and emotions. Responsive representatives know what to say, how to say it, and when to turn the conversation over to higher-up management.
How Can Better Customer Service Improve Conversion Rates?
Two words: pursue excellence. Recognize that every contact, positive and negative, is an opportunity to build relationships. Studies suggest that 25% of all customers are considering leaving their current brand for another company. In an article written for HubSpot, Tony Alessandra says that all encounters fall into one of three basic categories: Moments of Magic (highly-positive), Moments of Misery (frustrating, annoying and irritating), and Moments of Mediocrity (average, neither positive or negative).
Improving conversion rates simply means increasing the percentage of potential customers who take a specific action that benefits you, the most basic of which is to make a sale. And you can do this by making sure that your team shoots for Moments of Magic every time, with the primary goal being to make callers happy that they contacted your firm with an inquiry or problem. Even complaints should be embraced as opportunities to build better relationships and generate new sales.

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