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How to Turn Customer Service into a Revenue Generator

Customer Service, Social Media 6 min read

Customer service can often be viewed as a reactive measure – a necessary cost to answer customers when they have a problem. But with the right tools and processes in place, it can be an effective way to retain customers and find new customers to drive revenue. 

In fact, 73% of customers say they stay loyal to brands because of friendly customer service reps. Which shows that customers are willing to come back, and spend more, for a brand that treats them well and creates a human connection. Which pays off, as loyal customers are 9x more likely to convert compared to a first-time shopper.

 And for new customers, first impressions are everything. If a potential customer has a negative experience the first time they interact with you, they likely won’t come back and buy from you or recommend you to their friends and family.  

That’s why creating exceptional customer experiences across all platforms is so important for your bottom line. In this article, we’ll dive into some practical tips for how you can start driving revenue from your customer service. 

Start by meeting your customers where they are

In order to be there for your customers and find new customers, you have to be where they are. Sounds simple, but when they can be on multiple social media platforms, or contacting you via email, phone, SMS, or live chat – it can be hard to keep up. 

Use an omnichannel helpdesk like Gorgias to funnel all customer communications into one place. That way you’ll be able to answer your customers quickly without having to flip back and forth between tabs. 

customer service

Gorgias also just released an exciting new feature … Instagram DMs! So you can now receive and respond to Instagram direct messages right from your helpdesk. You can even start a direct message in response to an Instagram comment (which is a great way to drive sales, more on that below!). 

There’s also no easier way to meet customers than on your site. Live chat is another excellent way to be there for your customers 24/7. You can set your chat to show when your team is online or offline to be transparent, and then have self-serve chats available at all times to answer quick questions such as order status.

You can also be proactive using a live chat, and create an in-store shopping experience online. For example, you can set timers on live chat so if someone has been browsing a particular page on your site for more than a set amount of time, a pop-up chat appears asking if they have any questions.

customer service

You can then help answer any questions they have and create 1:1 experience to reaffirm their purchase decision. Many customers will have multiple tabs open as they’re shopping, making it important that you stand out from the other options they have. By being proactive and having a chat pop-up with a human name, you’ll be more likely to engage the customer and keep them shopping. 

Remove objections on checkout pages

You’ve probably taken a lot of time to optimize your checkout process – but abandoned carts are unavoidable.

One of the things you can do to help is incorporate a live chat on your checkout pages. This gives your customers a way to ask any question that could prevent them from completing their purchase. “Why is the total shipping fee so high?” “I can’t type my credit card number,” “Why is the discount rate lower than what you offered me?”—all of these questions can occur in the checkout process. 

If you’re concerned about distracting your customers in the checkout process with live chat, then you can insert a live chat button in a visible spot on these pages and never let it pop up by default.

That way, shoppers who just want to check out quickly without interruptions can do so. Meanwhile, those who might need a little help can click the live chat button and get their questions answered.

Then pick up on customer sentiments

This is an important step for driving revenue through CS – and the best part is, your helpdesk can do it for you. Gorgias uses machine learning to detect the intent of your customers messages, and can automatically sort them for you. 

For example, if a customer asks a question such as “Where can I learn more about this product?” on your latest social post, it will automatically be sorted to a Social Questions folder. Since these questions are typically asked by customers with a high intent to purchase, your team can prioritize responding to them with the information they need to help drive a sale, here’s an example response: 

“Thanks for asking <first name>! You can learn more about this product at our site here: 123examplelink. If you have any other questions, please feel free to reach out.” 

Or if a customer comments something simple such as “I love this shirt!”, that would be automatically sorted to the Social Leads folder. Your team can then reply with a response such as:

“We love it too! Check your DMs for a present.” 

And then start a direct message conversation with that social lead, offering them a discount on their next order to purchase that item. 

Always reply quickly with automations

It can seem daunting to focus on revenue when you have a hard time keeping up with urgent customer tickets in the first place. That’s why you can utilize macros (prepared responses) and rules to save your team time. 

Some of the most common questions for DTC brands are: 

  • Where is my order? (WISMO)
  • Can I refund/cancel/edit my order?
  • Do you ship to <location>?

With Gorgias, you can automate the reply to those questions (but still maintain a human touch), without your support team needing to lift a finger. Machine learning will automatically detect the intent of that message, pull in the relevant macro that answers their question using data from your integrated ecommerce platform, and send the message and close the ticket automatically. If the customer responds and requires further assistance, it will re-open the ticket so that your team can assist them. 

By automating up to 20% of your customer tickets through examples like the above, your team can focus on adding a human touch to tickets that are more complicated and/or can drive sales. 

customer service

Track customer services metrics and revenue

It can be a big shift in your organization’s mindset to think of customer service as a revenue driver. You can help shift that by incentivizing your support team like a sales team. With Gorgias, you can track revenue attributed to individual agents, and set goals with rewards. You can also ask your top performing support representatives to share their tips, so the team can learn and try new ways of driving revenue. 

You can also set goals for and track: 

  • Number of converted tickets: Tickets that were followed by a sale within 5 days;
  • Conversion rate: Ratio between created and converted tickets;
  • Total sales from support: Sum of amount paid by customers for orders associated with tickets (converted tickets). Refunds and order adjustments are taken into account.

If you’re interested in learning more about how to turn your CS into a revenue generator, click here.

Need a dedicated customer experience team ready to support your brand?

Book a consultation with us and we’ll get you set up.

Louis manages strategic partnerships for Gorgias in EMEA. Prior to joining Gorgias, he worked at Nosto, a personalisation and recommendation solution for ecommerce, as Partner Manager France. Louis has a particular love for tech, building strategic partnerships with international distributors and theatrical improvisation.

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