Not all companies benefit from investing in the highest levels of customer service. Let's discuss your goals for customer service improvement.

More About the 7 Goals:

• 1 Educate Customers: Do you sell complex products or services?
  Demonstrate your expertise with recommendations and great explanations.
• 2 Cross-Sell More: Are you looking to increase incremental revenue?
  Offering additional products or services through customer service just makes sense.
• 3 Optimize Self-Service: Is cost-cutting your main goal?
  Save money by mining call center data for ways to improve web self-service accessibility.
• 4 Increase Customer Loyalty: Do you aim for high re-purchase rates?
  The best experiences keep customers engaged and buying more.
• 5 Reduce Risks: Is risk management central to your business plan?
  The best way to minimize negative reviews and negative publicity is to provide a consistent, helpful customer experience.
• 6 Expand Your Brand: Is your unique identity important?
  Branded customer service phrases and protocols show customers that your brand is more than an image; it is a set of authentic values.
• 7 Spread Happiness: Is "doing good" key to your whole approach?
  Happiness is viral. Use customer service to make the world a better place, one interaction at a time.

Destroy, Waste or Build Value

Every time a customer walks into a store “just browsing,” calls your 800 number to place an order, or sends an email asking about your policies, you have three choices: destroy, waste or build value.

Destroying Value is when the customer assumes a company is fine, but then gets a taste of its customer service and everything goes downhill.

Wasting Value is when the customer gets their order processed or their immediate problem solved, but are left feeling unengaged and neutral. While this may seem adequate, it’s not. When customers are not fully engaged, escalation rates increase, sales decrease and opportunities to build customer relationships are squandered.

Building Value is when you make the most out of each customer interaction and seize one or more of the 7 opportunities above. Excellent, branded customer service builds value.