The customers are the driving force of any business. Without them, any organization will end up running out of business and eventually close down. There is a common misconception about who should take care of the customers. Some firms think that as long as there is a customer care department, with a number of customer service representatives, and a VP of customer service, then the whole responsibility of taking proper care of customers lies solely in their hands. But this task should be addressed by all the members of the organization in reality. There needs to be collaboration at all levels of the organization, so as to ensure that a first-rate customer service is built and maintained.
For instance, the VP of sales and service, should place a lot of importance to this role too. After all, the success of this department relies on the customers. If the firm’s customers are not being tackled as well as they should be, then there will be a direct impact on sales. Unhappy customers will talk about their negative experience with other people, who might have been prospective customers. In the end, sales will end up falling. Nowadays, a single customer can bring an avalanche of negative results in this respect. This is due to the fact that word of mouth has become even more possible with the increased use of social media.
Let us now outline some reasons why the VP of sales should shoulder the responsibility of customer care as well.
1. Using service inquiries wisely
Any service inquiry can generate sales leads. Hence, it goes without saying, that any service enquiry needs to be tackled properly and efficiently. Sales agents need to be equipped with information abot customers, and this will empower them to generate sales. They will be better able to understand what customers like, and what they might be interested in. This will result in cross-sales and upsales.
2. When customers get a better service they will be willing to pay more
Even though there are a number of customers who will look at the price tag only, the vast majority of customers care a great deal about the quality of service being provided. Thus, many customers will be more than willing to pay more in exchange for a better service. Moreover, better services result in more loyal customers, who would be happy to make repeat purchases.
3. Utilizing service history wisely
It is important to gather data about service history, so as to make it available to sales agents. Any past customer service inquiries, or issues which still need to be dealt with, will equip the agent with more insight on that particular customer’s demands. This will enable the agent to deal with the customer much better. Customers expect that they are understood and therefore empathy is very important.
4. Facilitating cross-departmental issues
Customers want less bureaucracy and more efficiency. Therefore each department needs to collaborate with the other departments so as to improve on this. Fewer steps and an efficient, helpful service will work wonders on customers, and help to increase sales.
5. Positive word of mouth
Bear in mind that each happy customer can improve your firm’s reputation significantly. Positive word of mouth can bring in several new customers. Likewise, unhappy customers will talk about their negative experience, and often this will lead to many more people who would be unwilling to make any contact with your firm.
Sales and customers service cannot be regarded as separate departments. They need to work together to ensure happy customers and more sales.