While it’s widely acknowledged that customer service plays a critical role in maintaining client relationships, it often struggles for recognition within the larger organization and is often painted as a cost center.
Service leaders can counter this narrative and demonstrate the value of their organizations with strategies that deliver quantifiable metrics to highlight customer experiences that service encounters daily.
CEB, now Gartner, research found that leaders can take two congruent approaches to demonstrate the value of the function: Collaborative and data-driven.
There is no single right way to demonstrate value, but either of these two approaches or a combination of the two would help organizations decide which will be most beneficial.
Collaborative: Prove value through understanding
Through collaboration, service leaders can teach the value of service to others by sharing information, experiences and data. This approach is relatively inexpensive, takes the least amount of time to implement and provides small victories that can add up over time. These programs rarely guarantee long-lasting results, though, so they may have to be repeated every time stakeholder support or buy-in is needed.
To demonstrate value to other departments, some organizations engage in shadowing initiatives that enable employees to experience service firsthand. This exposure can also help to increase coordination and reduce inefficiencies. For example, regular coordination with IT partners enables service reps to share when technology tools and resources are either cumbersome or frustrating to use in live situations.
Collaboration can also leverage service’s most valuable asset — voice of the customer (VOC). A customer role-play could show, for instance, when customers are confused by marketing campaigns or annoyed at product features. VOC insights can directly lead to remediation that reduces contact volume and provides value to business partners as they plan future product launches, ad campaigns or website changes.