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Why Is Customer Service Important To The Success Of Your Business – A Complete Guide

16 mins read

Delighting your customers with good customer service is crucial if you want to retain them and grow your business. In the socially connected and technologically advanced era, customer service goes far beyond the traditional telephone support agent. It should be available at digital channels as well as assisted channels. Not to forget the self service support, so customers can find their own answers irrespective of time. Important thing is, customer support is more than just providing resolution and it’s a key part of your brand’s promise  to its customers. 

What is good customer service?

“89% of companies expect to compete mostly on the basis of customer experience.”

Good customer service is the overall support you offer to your customers through all the interactions. Professional service agents commonly resolve customer concerns by answering all of their questions which can be in-person, phone, email, chat, social media interactions and also responsible for creating documentation for self-service support. It helps to establish a relationship with the brand and have an enjoyable experience.

Importance good customer service

Today, overall customer experience is considered to be a driver of business growth. Great customer support drives an amazing customer experience. Being proactive while dealing with customers, personalized and effective communication of the channel of their choice, moving beyond just reacting to problems are the key pointers to delivering great service.

When support agents are empowered enough to go above and beyond with customers, or have a ticketing system in place that saves their time from repeated questions, they can help you create winning experiences while standing out from the competition.

Invest in customer service strategy to achieve following

OPEX reduction

  • Customer retention is cheaper than customer acquisition
  • Customer service is a representation of your brand’s image and values.
  • Happy customer service agents will create happy customers
  • Customer service agents can offer important insights about customer experiences
  • Happy customers will refer others
  • Customer service grows customer lifetime value.
  • Customers are willing to pay more to companies who offer better service
  • Remarkable customer service is a competitive advantage

5% increase in customer retention for a brand can equate to an increase in profit of 25% because repeat customers are more likely to spend more, 67% more, to be exact which results in lesser operating costs.

Having said that, bad customer service is a key driver of churn. Prioritising customer service support helps you attract and retain loyal customers, increases their life time value and can have a big impact on your company’s bottom line.

Better reputation

Undoubtedly, today’s socially connected and technologically advanced consumers have grown accustomed to getting what they want, when they want it, and set  their expectations accordingly. 82% of CEOs believe – customer expectations of their companies were “somewhat” or “much” higher than they were a few years ago. 

What else! Today’s customers are prompt to share negative experiences online, where they can quickly reach large audiences which created the need to support customers on every channel from day one. 

Your customer service representative is the link between you and customers. Thus, that team has the responsibility of displaying your brand to them. Without a well equipped team, you have no means of direct communication. Which is why, your customer service team is essential in relaying to customers what you want your brand image to be. They can act as a brand influencer and convince them of your strengths over competitors.

Establishes relationship with brands 

Support systems are integral for business continuity for companies of all sizes. No matter how innovative your product is, if your support teams are not empowered to cater customers, it’s not good enough. Businesses start integrating their support centers into their website’s headers and footers and bots acts as a must have capability. In-app or product support is the new wave of the future for customer service.

Achieve great customer support with knowledge management

In every industry internal team that is customer service agents plays the key determiners of how long customers remain with your brand. Be it a telecom operator, banking or finances, retail, media, utilities or more. Imagine a scenario where your support desk is backed by a robust knowledge management for efficient customer service. Absence of a proper system can count against you and even lead to lost customers. 

Success of customer experience(cx) strategies can be measured based on the number of satisfied customer interactions. In practice, this means empowering digital journeys by delivering quick, appropriate, and consistent responses in the precise moments whenever they need assistance. 

Additionally, Structured knowledge flow helps agents deliver quick resolutions. Availability of knowledge access over customer self-help channels reduces average handling time, lower number of repeat trouble tickets and cost-to-serve.

Best time to deploy knowledge base

When facing challenges for information findability

Knowledge management provides smart access to your knowledge base with easy findability & multi-channel content curation.

When support team struggle to access knowledge

Increase the ease of accessing knowledge. A well-structured knowledge base drives self-service and enables agents to deliver instant resolutions.

When you want to implement effective customer as well as agent engagement

The knowledge management tools are designed to provide optimum assistance across all your support channels. This should power your user’s digital journey by delivering quick, appropriate, and consistent responses in a precise manner when they need assistance.

Modules and capabilities of knowledge management 

Great customer experience is no longer a differentiator — It’s a must. When every conversation matters – Knowledge management ensures seamless customer interactions with guides and self-care assistance across touchpoints. Empower support advisors and customers with an AI-backed knowledge management system.

Cognitive decision tree software

Create guided workflows as per business needs. Agents too can create the knowledge for their own dashboard in the form of explicit knowledge. It gives your workforce a liberty to learn and mingle up while improving on the service quality fronts. 

Visual how-to guides

Empower your agents in their digital adoption with visual how-to guides that they need while troubleshooting complex customer interactions. Intelligent visual assistance ensures the best for service agents and users by allowing for faster and efficient resolutions using interactive, self-service visual components of knowledge management systems.

Knowledge base

Navigate through queries using knowledge base software managing all relevant information that users need, ranging from ‘how-to’ articles to frequently asked questions.

Self-service modules

Make AI chatbot more efficient and reliable to enrich digital experiences and power human-like exchanges between customers and your brand. Chatbots are smart & intelligent enough to pose as humans, allowing customers to get the right aid at the right time while freeing up your support front liners for more complex tasks.

Learning and quiz management

E-learning capability for agents onboarding, training and continuous learning. This mitigates agent error and improves their confidence to deliver a better experience.

Augmented reality support

Augmented reality supports the organization’s operations through engaging the users in a step-by-step visual context, expert guidance, and co-browsing advancement. 

Let’s get started today!

Once you get started using knowledge management for improved customer service, you can also provide proactive service and prevent repetitive questions which used to come up by delivering ambiguous and  predictive information. 

Did you know: Across the globe, 96% of consumers say customer service is an important factor in their choice of loyalty to a brand.

That means it pays to deploy knowledge management. 

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