Data is key to getting the sale. A sales person or marketer must know their audience. They must know what they like and what they don’t, why and how they shop and what is likely to make them buy. Analyzing data for sales is big business. However, that same information can serve a second purpose by being utilized after the sale for customer service.
Not All the Same
Customers are not all the same. They have different needs, unique motivation and individual problems. To meet their needs and provide a satisfactory resolution to problems, you need to understand them. Using the data collected from marketers and putting it to work in customer service can result in more satisfied customers.
For example, you have data that shows the typical customer is a mother with young children. For sales, that information will impact how they present their products. In customer service, it can influence your answers with customer issues. Perhaps it tells you their primary concern is going to be how to get their money back if they are unhappy with the product or they may have questions about how the product works.
If a call centre agent can picture the customer as an individual with unique needs, it will help them formulate a better response. Just as sales personnel are more persuasive when they understand what motivates a person to buy, customer service agents are more effective when they know what a customer wants when they have a complaint or concern.
Making the Two Departments Work Together
Many businesses don’t just have a one-time sale to a customer but must continue to encourage repeat sales from the same customers. It can be helpful to both teams if they understand the customer’s interactions with the business even when it’s with another department.
For example, if a customer called in with a complaint to the call centre, it would be important for sales staff to be aware when they attempt to make another sale with the person. They would want to know if the problem was resolved. Did it revolve around a product? If so, was the product replaced? Otherwise, they may have little success with the customer for another sale.
The easiest way to manage this situation is with software or programs where each department can put notes on the interactions with customers. The other departments can refer to the notes when they are communicating with a specific person. Even if a business is too small to have a full staff and formal programs, there should be a way to relay important information between multiple staff members.
Customer service works best when agents have all of the information. They can utilize sales data along with other information to help them resolve conflicts or concerns with customers. The customer will feel more recognized and understood, and they will believe they are more than just a name or number with the company. This will enforce their loyalty with the company.
Ashley Meszaros is the Owner/President of We An-Ser Communications in Calgary. We An-Ser Communications provides award winning call center services in Calgary, dispatching, medical answering services, man down services, lone worker support, wireless panic services and more. They service the North American market.