[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/12\/06\/real-examples-of-improving-customer-service\/#Article","articleBody":"The role of customer service has changed dramatically. In the past, many businesses viewed it as simply a cost center. Today, companies see service as a critical element of engagement \u2013 one that helps them improve customer loyalty, boost brand value, and grow business.\nTo that end, many are focused on improving customer service in order to meet growing demand for more personalized, responsive service.\nThis is how two top brands are making their service shine \u2013 and seeing real business benefits.\n \nThe undeniable impact of customer service on business success\n   The impact of good customer service on a business has grown in the wake of the pandemic. Improving service boosts customer loyalty and the bottom line.  \nDoing right by customers: Improving customer service\u00a0\nEczacibasi Building Products, Turkey\u2019s largest producer and exporter of ceramic goods, responded early to the growing focus on customer service. Customers were happy with its premium VitrA Bath products \u2013 like bathroom faucets, tubs, and cabinetry \u2013 and Eczacibasi realized its service needed to meet the same high standards as its products.\nBut first, the company needed to rethink its view of customer service.\n\u201cIn the past, our customer service operations really operated in the shadows,\u201d says Kivanc Incekli, customer experience manager for Eczacibasi. \u201cBut we realized that our customer experience (CX) activities need to match our customers\u2019 brand perception. Now, customer satisfaction is the first priority in our organization. We are focusing on customer service quality rather than just the ROI or other financial KPI.\u201d\nThe company deployed new cloud-based customer service solutions that make it easier to understand the customer. \u201cSince implementation, we have had almost a 70% reduction in the time needed to collect customer reactions on social media,\u201d says Gamze Senkal, IT manager.\nWith this insight, Eczacibasi can meet customer demand with greater agility.\nFor example, the company focused on breaking down organization silos in its service organization. Now, the service team is aligned with other parts of the organization, creating a 360-degree view of each customer and enabling agents to truly improve service and the overall customer experience.\n\u201cOur customers used to\u00a0 say \u2018I had a good customer experience, but\u2026\u2019 We want the experience to be all positive\u2014no buts. We want to be known for getting it right the first time,\u201d Senkal says.\n \nCall center customer service: How to provide great customer service\n   92% of consumers will leave a brand over bad customer service. Call centers can help boost customer service and CX.  \nBetter customer service\u00a0\u2192 loyalty\u00a0\nEczacibasi also changed the way it measures success. Most organizations assume that fewer customer service tickets mean happier customers. Instead, Eczacibasi views a larger number of tickets as an opportunity to better understand what customers want, engage with them more effectively, and improve service.\n\u201cWe see those tickets as a good thing,\u201d says Incekli. \u201cWe want them to contact us with issues so we can learn and improve our offerings.\u201d\nAnother top brand uses those customer contacts to build loyalty. \u201cOur contact center has always been very operational and cost-focused,\u201d says Andrew Cifranic, director of the consumer connected contact center at Moen Incorporated, one of the leading North American providers of faucets and related kitchen and bathroom products.\nIn the last two years, however, Moen began to unlock the connection between customer service and brand loyalty.\n\u201cOne of the times people are happiest with a product is when they\u2019ve had a problem and the company helps them fix it,\u201d he says.\n\u201cAs I tell our team, we have over 5,000 opportunities a day to change someone\u2019s mind about our brand. We get them at a low point and leave them at a high point if we do our jobs well. The CX tools we have put in place allow us to do that.\u201d\n \nWhat is customer service\u2019s role in customer retention?\n   Customer service is the biggest driver of customer retention, even more than product or price. To reduce customer churn, focus on delivering outstanding service experiences. Here's how to get started.  \nDriving business value with sterling service \nMoen improved customer service by deploying cloud-based customer service software that\u2019s integrated with its marketing and commerce solutions, allowing users to see a full view each customer across the platform. Now, service agents can more easily and effectively interact with consumers \u2013 whether they\u2019re answering technical questions, addressing purchase issues, or offering discounts to loyal customers.\nAs the perception of the contact center as a necessary evil fades, new business strategies are emerging.\nAt Moen, the consumer service team, which reported to the quality organization, is now part of the marketing organization.\nThe move required convincing senior leadership that the call center team could play a role in highlighting the value of the brand.\nToday, the team is focused on a service-first mindset. And the 360-degree view provided by the new customer service technology allows agents to do more than ever.\n\u201cAgents can see which products customers have already purchased and registered, they know whether someone already called for support, and they can target to consumers based on previous purchases,\u201d says Angie Radjen, senior IT manager for CX at Moen. \u201cThe enterprise we\u2019re building around these cloud tools helps us provide a better experience for customers.\u201d\n\u201cThere\u2019s absolutely a return on investment there,\u201d says Cifranic. \u201cIt\u2019s hard to tie the customer service interaction back to the exact improvement on lifetime value of the customer. But we know that we can monetize service by capturing the momentum generated from a good customer service interaction.\u201d\nDon\u2019t miss a sales opportunity \u2013 before or AFTER the sale. Discover how sales + service working together drives revenue HERE.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/12\/06\/real-examples-of-improving-customer-service\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/12\/06\/real-examples-of-improving-customer-service\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2016\/06\/Skype_photo-150x150.jpeg"},"name":"Kirsi Tarvainen","sameAs":["https:\/\/fi.linkedin.com\/in\/kirsitarvainen\/","https:\/\/twitter.com\/kirsitarvainen"],"url":"https:\/\/www.the-future-of-commerce.com\/contributor\/kirsi-tarvainen\/"},"dateModified":"2021-12-09T13:38:40+00:00","datePublished":"2021-12-06T06:01:22+00:00","description":"Companies are improving customer service to increase customer loyalty, boost brand value, and grow business. Discover two real-life examples.","headline":"It's better in the cloud: How two companies improved customer service","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/12\/06\/real-examples-of-improving-customer-service\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/12\/improving-customer-service-ftr-1200x630.png","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/12\/06\/real-examples-of-improving-customer-service\/","name":"It's better in the cloud: How two companies improved customer service","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/12\/06\/real-examples-of-improving-customer-service\/#Article"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"12","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/12\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"06","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/12\/\/06\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"It’s better in the cloud: How two companies improved customer service","item":"https:\/\/www.the-future-of-commerce.com\/2021\/12\/06\/real-examples-of-improving-customer-service\/#breadcrumbitem"}]}]