Giving Customer Support A Seat At The Revenue Table


When companies think about customer growth, they immediately think about the sales and marketing teams, then product.

But what about customer support?

Many companies often overlook the role of customer support in driving revenue. It’s left out of the conversation and seen as an overhead cost rather than a revenue-generating function–and that can be problematic.

One of the first steps in transforming into a customer-first company is to lean into customer support, the team that holds the treasure trove of knowledge about your customers and embed them with the sales, marketing and product teams.

Listening to the Voice of Customers

We’ve all heard it before: Silos are bad.

They stifle collaboration and inhibit communication. Nevertheless, it can be difficult to wave a magic wand and break silos down without changing the team structure.

A new type of team structure is embedding customer support into the product team, especially during product ideation. The result of this simple change is having direct access to the voice of customer during internal meetings. Often times, product teams fall prey to building the next big thing before tackling the unglamorous (yet much needed) product fixes that are frustrating their customers.

Being a customer-first company is a full-team sport that takes input from every team.

To develop a clear and effective customer experience strategy, you could also build a cross-functional team or task force that includes product, marketing, sales, customer support.

Feedback Loops

Once a sale is closed, the worst thing that the team can do is close the file and move on.

Of course, there are more sales coming down the pipeline. But there is a lot of value to be gained from understanding the customer experience after the sale.

By communicating with the customer support team, sales teams can learn how to improve their approach:

  • How to better position the product/service to align with customer expectations To understand points of friction after the purchase
  • To identify “sweet spot” customer segments as well as those are likely to churn or request a refund

The role of customer support is to close the loop on sales–allowing sales teams to gain valuable insight about the rest of the process. This helps drive customer service revenue by helping the sales team focus on the right customer segments with the most effective approaches.

Using Great Customer Experience as a Differentiator

Customers are willing to pay more to ensure they receive a great customer experience.

Delighting customers with a positive experience go a long way. It can drive customer loyalty manifested via positive reviews, testimonials, case studies, and referrals

Giving customer support a seat at the product table to provide the customer perspective to all discussions can ensure that you have impactful changes on the product roadmap. Leaning on the customer support for insights to improve your sales & marketing strategy can ensure you are targeting the right customer segments with the right messaging. If you are considering making similar type of changes or want to know more, we’d love to hear from you.

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