7 Ways Customer Service Can Support Sales


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If your brand focuses on consistent and authentic customer service and engagement both before and after the sale, a one-time customer can become a lifetime customer who also creates additional customers.

But often, there is a disconnect between sales and customer service where the two don’t work together to attract new customers and keep current ones. As an example, post-sale, new customers are often barraged by daily sales and marketing communications, but when they try to contact customer service, they do not receive a reply, or service is not timely.

According to research from NewVoice Media, an estimated $41 billion is lost by U.S. companies alone each year due to poor customer service experiences. If your brand’s sales and customer service departments aren’t working closely together, they should be. In a new Aspect survey, 76% of consumers surveyed say they now view customer service as the true test of how much a company values them. Need more proof on the power of collaboration? Here are seven ways customer service helps support sales: 

• Increased Sales through Customer Evangelists. Delight a customer and they will tell their friends. The average number of people a social customer will tell about a good customer experience: 42, according to the American Express® Global Customer Service Barometer.

Sales Trust and Retention through Customer Service Knowledge. The best salespeople should be able to quickly connect their customers to support, know their customers’ current issues, and be able to view and update them on the progress.

•  Increased Sales through Responsiveness and Personalization. When the customer feels like the whole company knows and cares about them beyond the sale and through to customer service, retention and future sales are sure to follow. P.S. If you use a channel for sales, also use it for customer service (and be just as responsive).

New Customers from Engagement. When a prospective customer sees a brand actively engaging their current customers on social media, not just in conversation but in customer service, it’s most impressive. When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company, notes a Bain & Company study.

• Customer Retention through Action on Feedback. When a customer requests or makes a suggestion for a product or service, and it is made so – cha-ching! You’ve earned their business for years to come.

Helping and Selling Customers on Chat. Live chat is a staple of customer service, but it’s also a helpful sales tool. May I help you find something? Are you having trouble with checkout? Might I suggest this for you additionally or instead? Proactive customer service and engagement via live chat can be sales’ best friend.

  1. • Courting Customers with Content. Content is king, every facet of it, including customer service. According to Fleishmann-Hillard, 80% of consumers go directly to business websites or turn to Google, Bing or another search engine to find information on products, services or businesses before any human to human interaction takes place (if it ever does). Make sure your customer service knowledgebase/FAQ section is up-to-date and search friendly to bring new customers to your site and satisfy current ones through information.Forrester Research calculates that just a 10% improvement in an enterprise company’s customer experience score can translate into more than $1 billion in increased revenue. Make sure your brand’s sales and customer service teams are working together to give that extra 10%.

Republished with author's permission from original post.

Tricia Morris
Tricia Morris is a product marketing director at 8x8 with more than 20 years of experience at technology companies including Microsoft and MicroStrategy. Her focus is on customer experience, customer service, employee experience and digital transformation. Tricia has been recognized as an ICMI Top 50 Thought Leader, among the 20 Best Customer Experience Blogs You Must Follow, and among the 20 Customer Service Influencers You Must Follow.


  1. Interesting tips. I find the one about a 10% improvement in experience score translating into a billion dollars in increased revenue especially enlightening. I feel that both the sales and customer service teams have to be able to show the value of the business they represent.


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