In Business Performance, Collaboration

Great customer support and service teams blend art and science every day to solve customer problems, ensure high adoption rates, reduce churn, encourage renewals, and enable upsells.

The art of customer support is all about relationships: with customers, with colleagues on the same team, and with people in other functions across the organization (sales, product, marketing, etc.). The science of customer support, an increasing focus in many organizations, is all about metrics and KPIs: monthly recurring revenue (MRR) churn, CSAT scores, Net Promoter scores, average response time, ticket volume, engagement rates, usage rates, upsell and cross-sell rates . . . the list goes on.

Whether your customer support organization is focused more on the art, more on the science, or a healthy blend of both, a focus on intentional, strategic collaboration can be a huge benefit. According to a study by McKinsey, knowledge workers like customer success professionals spend an average of 14% of their week communicating and collaborating internally and that improving collaboration could raise productivity by up to 25%. A study by Salesforce found that 86% of employees blame workplace failures on ineffective communication and lack of collaboration.The challenge is making customer success collaboration effective as well as giving customer success professionals efficient access to other teams that can help them do their jobs, like product and sales teams.

Here’s why you should have collaboration figured out for all customer-facing teams

  1. Retention, cross sells, and upsells improve. Collaboration helps customers get answers more effectively and enhances the quality and accuracy of information provided to customers. More than 85% of business can be lost due to poor customer service, and 73% of customers stay with a company because of good customer service. Nearly two-thirds of customers will leave a brand to get better customer service.
  2. Team cohesion and performance improves. Customer success professionals who ask for help boost their creativity and collaboration, and they tend to have a better understanding of the team’s purpose and tasks.
  3. Research shows that employee loyalty, efficiency, satisfaction, and productivity are higher and turnover is lower in companies where customer service people can ask for help and expect to get it.

Most customer-facing teams have a tool for collaboration, but not all of them give everyone equal access to the collective intelligence, knowledge, and experience of their peers.

If you’d like to learn more about how to empower customer-facing teams to collaborate in ways that affect business outcomes, download our free ebook: The Art and Science of Collaboration on Customer Success Teams.

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