The Revenue Impact of CX Training


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Today’s consumers have high expectations of the customer experience, and whether or not a company meets those expectations can make or break customer retention and loyalty. According to a survey from Salesforce, at least 80% of customers state that a brand’s experience is equally as important as products and services. Forrester reported that 88% of customers are more likely to return to a company following a positive customer experience and 63% of customers would leave a company following a single negative experience. 

As brands adjust to and strive to meet these expectations, customer teams need the proper training to provide personalized experiences, anticipate customer needs, and address issues proactively to help avoid experience missteps that could have a lasting effect on the brand. Customer team leaders can ensure that their teams have the skills necessary to meet these expectations through a well-rounded CX training program, and should look to include training in the following areas:

Adaptability and Proactivity

Customer teams who are in tune with their customers’ preferences not only understand and adapt to their current needs, but also proactively anticipate their future needs and preferences. According to a recent study from Salesforce, customers have certain expectations when it comes the customer experience including:

  • 65% of customers expect companies to adapt to their changing needs and preferences.
  • 53% of customers expect companies to anticipate their needs.
  • Only 33% of customers believe that most companies address service issues proactively.

To address these expectations and any gaps in customer satisfaction, adaptability and proactivity should be at the forefront of a business’ CX training program. To instill these skills in customer teams, employers can use gamification or real-world simulations that test teams’ ability to apply their skills in different contexts. For example, teams can practice using communication skills to hear a customer’s need or complaint and proactively present a solution versus waiting for the customer to request one.

Time Management and Empathy

A timely response from CX teams is necessary for a positive customer experience, with 90% of customers expecting an “immediate” response when contacting customer service. In today’s fast-paced world, consumers are time sensitive and looking to cross things off their list quickly, so a lengthy and confusing return process is likely to cause frustration.

This is why time is of the essence for customer teams. Empathy and the ability to manage difficult conversations and frustrated customers quickly are crucial components of a high-functioning CX team, especially when difficult situations arise. However, nearly half of all service agents reported that they struggle to navigate difficult conversations with customers

Simulations, case studies, and branching scenarios through learning content that depend on the actions taken by a learner, can provide employees with real-world examples that foster emotional connection and allow customer teams to practice time management, empathy, and other soft skills.

AI and Broader Technology

Artificial intelligence (AI) has had a major impact on the customer experience industry, and will continue to in the upcoming years. These changes must be addressed from a professional development perspective if organizations want customer teams to continue to provide experiences that meet expectations. According to Deloitte, 81% of leaders believe AI will influence the customer experience tremendously in the next few years. Whether or not that influence is positive or negative will depend on how businesses implement the software into their workflows and whether or not they train their employees to harness the technology effectively.

Customer teams need to be among the first trained on new technologies and how best to utilize these tools to create a better customer experience for consumers. AI has the ability to increase efficiencies and reduce redundancies, but if customer teams are not trained properly on usage, then the benefits won’t be fully realized.

Negotiation and Upselling

One of the most significant benefits of an effective CX training program is the revenue generated from upselling. CX leaders who consider their customer teams to be an arm of its sales team by identifying potential upselling opportunities can better anticipate needs, make personalized recommendations, and negotiate with customers to realize the potential revenue. In fact, upselling can increase revenue from 10-30% on average, showing that traditional sales skills are a crucial component of CX and should be included in effective training programs.

Establishing a synergy between customer and sales teams through a well-rounded CX training program can help both teams capitalize on upselling opportunities while also boosting customer satisfaction and retention. By integrating these efforts, companies can create a seamless and rewarding experience for customers, ultimately leading to a high return on investment (ROI).

When equipped with proper learning and development offerings, customer teams can make a notable impact on revenue. By ensuring teams are trained on skills from emerging technologies to soft skills and time management, organizations can work to boost revenue through non-traditional avenues.

Jen Jackson
Jen Jackson is a seasoned Senior Executive in Customer Success with over 20 years of experience in building and optimizing post-sales teams for private equity and venture capital SaaS organizations. She has a proven track record of decreasing costs, increasing efficiency, and retaining customers through strategic planning and cross-functional collaboration with a focus on the customer experience. Jen is an expert in developing processes and procedures that enable effective teamwork across functions to deliver outstanding customer outcomes.


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