Customer service positions: learn about the main ones and their duties

Often neglected, the customer service professional is the “face” of your company. He is the one who will relate directly to the client. He is also largely responsible for ensuring that the customer will have an excellent experience with his brand (or not).

In a reality where 61% of consumers say that being well served is more important than the price or quality of products and that 73% of companies with “above average” maturity in customer experience have financial performance 44% better than their competitors , putting together a service team that is qualified and trained is not a bad idea.

How is the structure of the customer service area?

However, how to assemble a good service team?

What is the ideal structure of a customer service sector?

There is no standard model that fits all businesses. This is because customer service is part of all companies and can perform different functions in each business.

For example, the service provided by an advertising agency is very different from that proposed by a company that sells SaaS systems .

In the service of the advertising agency, it is common to have the following division:

  • Customer Service Manager,
  • Full service,
  • jr service,
  • Assistant,
  • Secretary.

In SaaS companies, however, it is common to have a greater number of customer service positions, since the service sector absorbs customer support. Check below customer service positions within this type of company:

  • Customer Success Manager
  • relationship managers
  • Customer Service Managers
  • service desk analysts
  • help desk analysts
  • help desk attendants
  • customer service technicians

We can also mention the service in call centers, in physical stores, e-commerces and several other areas.

In addition to the difference in structure between different areas, it is important to mention that even companies that operate in the same sector can have a different organization of customer service positions.

Therefore, more important than looking for a ready-made formula is understanding the description of customer service positions, which are more common in the industry. Below, we have created a list of the main positions in the area and we hope it will help you identify which professionals your company needs.

First, however, it is worth remembering the main tasks of the customer service area:

  • serve customers,
  • Keep customers informed about service changes, trends and opportunities,
  • Delight consumers,
  • Reassure,
  • Listen,
  • Troubleshoot,
  • Forward customer demand to other managers and areas of the company,
  • Register demands, support requests and suggestions,
  • Facilitate customer success with the contracted solution and more.

Now, then, follow what are the main customer service positions.

Key customer service roles

Among the main customer service positions we can list:

  • Help desk support
  • service desk analyst
  • customer service manager
  • customer service analyst
  • Customer Success Manager

1. Help desk analyst

These professionals are more common in technology companies or companies that offer technology-based solutions, such as SaaS companies.

Professionals who work on the help desk are responsible for “answering the phone” when customers get in touch with the aim of solving a problem with the service or product purchased.

In other words, they are the customer’s first contact with the company when they need to resolve an issue.

They are important professionals in customer support and need to master the system that was sold, for this they must:

  • Be aware of all tool updates,
  • Knowing how to navigate through the menus,
  • Have advanced computer skills.

Even knowing the system, these professionals are able to solve less complex problems.

They don’t have to, for example, be programmers or developers. With good training and an accessible knowledge base, they can help with simple issues, for example, helping to enter another user into the system, enter a new category and more.

2. Service desk analyst

Generally, the service desk analyst receives customer demands from the help desk analyst.

It is the service desk professional who will solve more complex problems within a company that works with technology.

They are more qualified professionals, with training in IT, whether technical or higher.

This professional has mastery and a high level of knowledge in the IT area and is capable of helping the company to improve the sector’s infrastructure.

It also helps in the development of new solutions for customer demands and system improvements.

To understand why you need help and service desk professionals, we recommend that you read the article, “What is a service desk : what is it for, what is the difference to the help desk and the advantages that specialized software can bring”.

3. Customer Service Manager

Unlike the help desk and service desk analyst, which are customer service positions related to technology businesses, the service manager is a professional found in almost every type of company.

From advertising agencies, SaaS companies, call centers, in short, you can find this professional in the most varied sectors of the market.

The customer service manager is responsible for managing the area team.

Already with a good level of experience in the area, the professional who occupies this position has the power to assist in:

  • Improvement of service processes,
  • Organization of demands,
  • Creation of a service flowchart ,
  • Data analysis to optimize the Customer Experience ,
  • Creating reports and more.

In addition, it works as a support for professional analysts, who turn to the manager for more complex doubts and problems of various natures.

4. Customer Service Analyst

The analyst is the professional who works under the supervision of the customer service manager. It is the professional who:

  • welcomes customers,
  • Transfers customer demands to other sectors of the company,
  • Holds periodic meetings,
  • They present proposals and monitor the progress of the client towards their objectives,
  • Indicate new strategies (together with the planning and/or production team) and more.

It is common to hear that the service analyst represents the interests of the customer within the company, and represents the company with the customer.

Having a good professional attitude, empathy, ease of solving problems and communicating are important characteristics.

5. Customer Success Manager

Customer success is undoubtedly one of the biggest challenges and goals of modern companies.

Whether in the service sector, systems or products, helping the customer to get the best out of their solution is the focus of this professional.

Yes, customer success has now become a job title: customer success manager .

Your job is to think strategically about how the client can get better results with your company’s offer, which he hired.

This professional acts in an advisory manner, really delving into the client’s strategy, to help him.

They are very common within technology and SaaS companies, but they are strategic pieces in any business.

Understand more about how this customer service position works by accessing the article, “ Customer Success Manager : what is the role of this professional?”.

How to structure and have a good customer service team?

Now that you know what the top customer service roles are and you’ve mastered some of the customer service skills your company should master and offer, it’s time to think about how to help these professionals deliver the best experience for your customers.

Some tools can make the work of teams, small or large, much more productive and effective . In addition to providing more speed for solving customer problems and improving their experience with the service. Among these tools we can mention:

  • Self -service ,
  • Chat ,
  • Chatbot ,
  • Accessible knowledge base.

If you don’t master these concepts, we separate some in-depth and free content for you to advance your knowledge about the service area. Check it out below:

  • Post : Customer Experience 2.0 : what it is and how to offer a better experience to your customers,
  • Infographic : Transform your company’s customer service into omnichannel
  • Webinars : The New Era of Connected Customer Experience and Customer Experience Trends 2020: Brazil

Another step is to invest in complete service software , which optimizes the quality of service your company provides.

With the Zendesk Suite , for example, you can offer a complete customer service experience and make your team’s work more productive and efficient . Among our features you will find:

  • Integrated support,
  • Access to a knowledge base and self-service,
  • Channels for chat messages and phone calls.

5 steps to structure a customer support team

“ A satisfied customer is the best business strategy “. The phrase said by Michael Leboeuf, consultant and author of eight bestsellers on business management, is a great saying that every manager should keep in mind.

If your business ensures that customers use your products or services with a smile on their face, they are more likely to return and spend more with your business.

But things don’t always go according to plan and customers can be dissatisfied with your business. To save the situation, you need to have a successful customer support department. If you are willing to solve your customers’ problems, you can regain their trust and often their money.

In this guide, you’ll be able to read about 1) the reasons why a business needs a customer support department and 2) the steps you should take to build a team as part of your business strategy. Hopefully, in the end, you’ll also understand how to ensure customer service success!

Why do you need a customer support team?

Today’s customers have many more options at their disposal and better opportunities to share experiences as consumers, including through social media.

They no longer need to rely on a television advertisement to know if a product is good or not – now, they can rely on reports from those who have already bought, paid and used it, and have a much more reliable opinion.

This all created the so-called 3.0 client . He wants to relate to companies that not only offer the best product or service, but are concerned with serving him in the best way.

It is essential for a modern business to focus on customer support to ensure that it offers more than just a service or a product. You also need to be able to capitalize on the positive aspects of word-of-mouth marketing generated by a satisfied customer.

But beyond that, customer support can bring two main benefits to a business:

You will learn more about your product or service

No matter how much effort you put into designing and developing the service or product your company offers, customers won’t always appreciate what they receive or how they receive it.

But that negative feedback can often give you valuable insight into your business and the things it offers. Customer support receives a lot of useful information, which can be used to further develop your product and service.

Your company will be financially better off

A good customer support department may initially mean extra costs for your business as you will need to hire staff and systems to support the unit. But in the end, your business will enjoy much more financial benefits.

First, you will increase sales. The Harris Interactive study found that nearly 90% of consumers stop doing business with a company if they experience poor customer service. Give customers a good experience and they’ll keep coming back and likely recommend your business to their friends and family.

Second, the customer support department will help save your company money by resolving issues before they escalate into something bigger. Customers who have had a negative influence can cost your business a lot of money by not only ruining your reputation but also suing you for any misdemeanor.

With a good customer support team, you can resolve these issues immediately and avoid long-term consequences.

Finally, as mentioned above, a good customer support department helps your business focus on creating unique customer experiences. This will provide the above benefits and create valuable relationships that will last longer and continue to be more profitable over time.

The main steps to structure a customer support team

Now, you must understand the value and importance of customer support for your business. But anyone who has dealt with a customer service department knows that there is bad service and there is good service. While it’s better to try something than do nothing, you could further damage your business with poor service.

How can you ensure that your customer service department becomes a success and not a hindrance? Here are the key steps you must take to establish a successful customer support department.

1. Establish Your Customer Support Team’s Role

Before starting the basics of building a customer support team, you need to think about your roles. Not all care units have the same objective, and your objectives will help define your team’s roles more coherently.

You can define your department’s role by asking the following questions:

  • What is the main function of the department?
  • What are the main problems he should analyze?
  • Will the department deal with sales issues?
  • Will he make financial inquiries?
  • Will you be responsible for dealing with technical issues?
  • What are my company’s core values ​​that should drive customer service?

You may find that certain departments in your company may already be doing certain fulfillment work. For example, your sellers can get feedback on the product, and so on.

Identify these departments and help them better respond to customer needs. You want everyone in your company to know about your customer service objectives and how to direct people to the special unit if problems arise.

Use your answers as a guide for defining goals for the customer support department and each team member. You want the goals to be all about improving the service.

2. Hire the right employees

A customer support department depends more than any other on quality workmanship. If your employees aren’t passionate about customer support and don’t have the right skills for the job, you won’t be successful at your task.

The right skills will depend on the key roles you want the team to play, as well as the field your business operates in. But there are certain traits that all reps should have:

  • Empathy and patience. Every customer will be different, and your employees will need to empathize, even when the customer is annoying. Also, it takes a lot of patience to deal with customers who might be hot-tempered;
  • Adaptability. There are different types of customers and your employee must be able to quickly adapt to new situations. Also, the problems may be slightly different each time, and you need someone who can think quickly;
  • Clear communication. Employees must be able to discuss complicated issues clearly and concisely. This is especially important if the job requires help with technical aspects of the service or product. Your customers will likely be laypeople, so clear communication is important;
  • Solid work ethic. Customer support is among the toughest jobs in the world as you have to remain upbeat and positive at all times. Your employee must have and maintain the correct work ethic;
  • Knowledge of the company’s field. Your employee must know the product and your company inside out. You’ll resolve issues much faster and give the customer a more confident picture with the proper knowledge.
  • Great problem solving skills. Another obvious but crucial point. You’ll never know what kind of trouble your customer will bring you; therefore, it is always important that this professional not only have some experience, but also be proactive in suggesting the best resolution at that time. Some of the above skills can naturally be developed and improved with training. In fact, training is an essential part of the customer support department and you should regularly provide employees with opportunities for self-development.

All large companies invest in training, both in improving knowledge about the company’s product or service and in developing soft kills .

When it comes to training, you need to make sure your employees’ personalities shine through. You want people to be able to think quickly and you want each customer to have access to a customized solution — your employees should never be trained to just read the procedure!

Don’t forget that the internet is a great treasure trove of self-development tools that your employees can use as part of their training. For example, below is a great video about the keys to better communication:

Above all, make sure you nurture your employees’ well-being. You want them to be able to air their issues with a superior, for them to feel confident and respected, and for them to be passionate about their work. Employees who are automatically engaged will provide better customer support because they care about your business.

3. Create a solid plan for dealing with problems

You also need to create a solid structure and procedure for resolving customer complaints, comments and questions. Structure is important because it builds more coherence and trust within the department, which in turn will help result in better customer support. If your employees are fully aware of the procedure, they don’t have to worry about what to do next.

Consistency is essential because today’s customers are not going to like waiting around for a response. Many expect a query to be resolved within 24 hours. Your customer’s routine can be interrupted unexpectedly by a malfunction in your product, for example, and you don’t want to let the interruption last longer than necessary.

A proper game plan for answering customer questions will help the employee resolve the issue much faster. They can act in a more professional manner because the training has already covered the specific problem and they are confident they know how to solve it.

The customer support department should also have a clear system for issues that require special attention. Your employees need to be able to take the issue further, perhaps to a senior manager if they can’t resolve the issue. This will reduce waiting time and may prevent the problem from getting worse.

But remember that a framework shouldn’t mean your customer service is automated. You don’t want to resolve a customer query by treating it as a generic problem; you want to deal with each issue as an individual case.

4. Evaluate customer service performance

A successful customer support department measures performance. Your team needs to have goals in mind that will improve performance and those goals should be measurable to some extent.

When using metrics as part of your business, understand which ones are most important. Some of the traditional customer support metrics, like average handle time, don’t reveal much about service quality, only conversation length.

A crucial metric to keep in mind is customer satisfaction, not just with the product or service, but with the service experience as well. It is important to find a way in which they can provide feedback on how the case was handled. Returning to the customer with a follow up can show that your business really values ​​them!

Measuring service performance will also help you fix the problem within your team before it escalates. In some cases, you may find that your business needs to change and redefine its goals.

Also, don’t just focus on customer feedback — you need to get feedback from your employees, too. It is important that they are part of the solution when it comes to improving care. It’s a good idea to have a regular meeting to hear what the most challenging aspects are and what they would like to change in the way the department operates.

5. Have the right tools available

Finally, to establish a successful customer support department, you need to invest in the right technology. You need the right tools to support your employees and ensure customer satisfaction.

The main thing to keep in mind is that customer support comes in many different ways. Modern customers may seek to contact you in a variety of ways, the most common being:

  • Telephone;
  • E-mail;
  • Website;
  • Social media channels;
  • Online chat platform.

It is important to pay special attention to these new online customer service models to ensure they have a range of options available to them.

Running an online customer support department will require additional technical expertise. You want the right people to do every job to ensure flawless quality service.

24/7 answering options are another important part of successful service. Customers in today’s busy world need to be able to contact companies outside of business hours.

Even if your small business cannot afford staff to respond directly to messages, you can benefit from an online form or email option. For example, with the email route, you can always include an automated message to ensure your customer is instantly aware that the issue is being resolved.

If your company has a lot of international customers, it’s important to think about how you can best help them. You don’t want your customers to have to deal with automatic or written responses all the time, so it might be important to establish another department that operates in different international time zones.

The most important thing is to focus on speed without neglecting quality. You want to sort through each question as quickly as possible, but not in a rushed manner. Getting the right software and technology to do the job is an important part of ensuring speed and quality.

What is customer experience? How to improve?

Customer experience represents the relationship between companies and customers. Each contact between them represents an experience and the result of these interactions forms the perception that the customer has of the company .

Key takeaways from this article:

  • The customer experience goes far beyond just presenting the same things, but actually applying actions that can delight and retain consumers .
  • There are several characteristics that frame a customer experience as positive, such as: ensuring that the public has the desire to consume the product again, that it is meaningful and memorable.
  • The customer experience has a huge influence on how the brand will be seen going forward. In addition to building loyalty , it will make you recommended to other close acquaintances.
  • Far beyond just “closing sales”, a positive experience accompanies the customer even after the deal is closed, that is, the experience must continue after the sale .

A positive experience brings the customer closer to the company. A negative experience generates the opposite movement.

For someone who is starting to research the impact of the customer experience on the company’s results, this may seem like a very superficial subject, a “bonus” that the company offers to the customer. However, 72% of companies say that improving the customer experience is their top priority.

See what the benefits of CRM are: how to use CRM in the company and sell more, with our free downloadable Guide

In it you will see how to attract, retain and satisfy more customers – a company without customers cannot survive, see how to create and maintain a strategic relationship with all your audiences.

“Priority!” That’s a word that should stick in your mind throughout this article and later when you apply what you’ve learned here.

Generating positive experiences for your customers is essential to retain them, build loyalty and make them promoters – not detractors – of the brand.

There are many reasons for this, among them is the financial performance of the business. 73% of companies with “above average” maturity in Customer Experience have financial performance 44% better than their competitors, which do not have an ideal maturity in this area.

Therefore, if improving company revenue and achieving sales and business goals is a priority, understanding what customer experience is should also be.

What is customer experience?

Have you ever stopped to think about what customer experience is and how you’re delivering it?

After all, why do things need to be impressive so much? Since when is being good no longer enough?

Unfortunately, good is no longer good enough in business, sales, and customer engagement strategy .

With thousands of promises, proposals and noise, even the best can fall short of people’s expectations.

But believe me, whenever someone can choose a type of experience, they will choose an amazing experience . No one pays for a less than amazing experience as a customer.

Often the sales team does not know what they need to do to provide customers with an incredible experience.

Some sellers believe that it is impossible to improve the customer experience , while others feel that the company is responsible for ensuring this.

In this game, sales professionals and companies keep offering the same thing to their customers and end up, over time, losing the customer, who leaves in search of new opportunities and new experiences.

This happens because people link incredible with impossible, and thus believe that there is no way to improve the customer experience in relations with your company.

On the other hand, it’s not that impossible to generate an incredible customer experience for your customers.

All your company needs to master and understand is what customer experience really is.

In this way, if you are looking for how to improve the customer experience, you need to develop a customer strategy that discovers:

  • what the customer expects from your company,
  • what the competition offers,
  • what are the reasons why the customer is buying,
  • how your product fits into the customer’s life,
  • what are the alternatives to your product,
  • what are the differentials of your company,
  • why people (and companies) should do business with you.

That done, just understand the value of what you sell to the customer and what he expects to get from your service, and then raise it within your ability to offer added value and that’s it: you already know how to improve the customer experience.

Didn’t find it easy? Well it really isn’t.

This is a very meticulous job and that is precisely why not all companies care about it. But if you want to be able to do it, you’ll need to know how to use CRM software to your advantage and follow the tips on how to improve the customer experience, which we’ve listed below.

Characteristics that define a positive customer experience

Having understood what customer experience is and how important it is for companies, we proceed to evaluate which elements define where your strategy should aim to build an experience for the customer.

Below, we separate 3 main characteristics that define an incredible customer experience for your audience.

#1 The customer experience should be positive

Awesome customer experiences are always positive. Impressive by definition means inspired by that which is great or sublime .

Creating positive experiences will ensure that your audience will always want to relive them.

What are the indicators you use to define what customer experience is in your business and whether the customer experience with your company is positive?

When you interact with your customers, do you use the CRM to record the history of your interaction with the customer?

Do you transcribe the conversation, part of it, or a summary for the customer action history?

Once that’s done, do you take the opportunity to measure whether the customer’s experience with your company is being good or bad?

How do you use the history of interactions with your customer in CRM to measure if their experience with your company is being positive, if it is being neutral or if people are not enjoying interacting with your company?

The CRM needs to be the thermometer of all this. When you interact with a customer, whether over the phone, email or otherwise, do an analysis of how they felt after the interaction .

Don’t let the feeling that something is missing overwhelm you.

If you, when rereading your history with the customer, have the feeling that the treatment and service he has with your company is not being positive, revert this immediately.

It’s going to be a long road, but it’s entirely possible to turn problem customers into fans of your company.

At the end of the day, you have to make sure the customer’s experience with your company is as positive as possible.

Use the customer relationship history stored in the CRM to do this. The job will definitely be easier.

#2 It must be meaningful

What’s the point of doing something nobody cares about?

Meaning comes from context and its impact. If no one is talking about your experience, it certainly wasn’t as amazing as you think it was for your customer.

The customer cannot walk away and forget:

  • who are you,
  • your company,
  • what you do and represent.

People need to be marked by elements like:

  • the friendliness of your company,
  • your way of listening to customers,
  • their posture in trying to help them solve their problems and, mainly, in committing to their success.

A much admired trait in companies and salespeople is respect for the customer’s moment. Only then will your company gain their trust and show that you are not interested in pushing a product before your buyer is ready to buy from you.

How does it work?

In practice, the CRM is the best thermometer for this. It is precisely he who will let you know:

  • what is customer experience, in the context of your business,
  • how to respect the phase of each sales process ,
  • and what to do to feed the customer to secure the next step.

In addition, the CRM helps the seller to be remembered by his customers. It is precisely he who will remind you to interact with your customers without forgetting to call, send an email or schedule a meeting in the middle of the process.

With that you don’t forget about your customers and they don’t forget about you.

In addition to conveying the impression that you care about helping them actually solve a problem, this will help build trust in you as a person and your solution.

Schedule events in the CRM to help you remember customer interactions and ensure they move to the next stage of the sales funnel without any suspicion of your intentions. Still having a good experience with regard to the customer experience.

#3. She must be memorable

A memorable customer experience should reflect on subsequent business or experiences.

Don’t be afraid of the adjective. I didn’t say flawless, or perfect. And also remember that we are not talking about exceeding expectations here. We’re talking about being memorable.

Sellers often promise their customers worlds and funds, thinking that this is what makes the difference when selling. But that’s not quite how it works.

Promising more will not make people prefer your company. What it will do is fulfill what it promises . Regardless of how much it is.

It probably results in fantastic excitement that people can’t wait another minute to share.

You must find a way to connect with a compelling message that sticks in your brain.

Memorable experiences have nothing to do with promising eternal happiness and perfection.

Memorable experiences have to do with treating the customer:

  • with dignity,
  • Warning,
  • education,
  • don’t belittle him,
  • don’t promise what you can’t deliver.

Offering a memorable customer experience is listening to the customer until the end and then promising something that really has to do with their wishes.

People don’t want to hear ready-made proposals. They don’t want to ask for the offer of the day. In fact, there is no way to improve the customer experience without listening to what the customer has to say .

They are people who want to be heard, want to dialogue, want to see what your company can do for them, before presenting any offer or product.

When your company stops offering ready-made products and solutions, without listening to people’s needs, and starts listening to what they need, you are just a few steps away from surprising the customer with your proposal and truly offering a memorable experience.

Stunning experiences can be created anytime, anywhere. So why aren’t companies focusing on making more memorable experiences for their customers?

Mainly because creating a positive customer experience like this requires:

  • prudence,
  • creativity,
  • planning,
  • execution.

It takes time, skill, and an understanding of how to turn a mediocre experience or an “okay” experience into one that is meaningful and memorable for everyone.

Whether you want to impress your audience or create an amazing experience when they engage with your brand, we have a method that can help.

How to improve the customer experience

But, after all, how to improve the customer experience to generate more business, satisfaction and retention ? Here are four simple but very effective strategies for achieving this goal:

  • Meet customers’ needs
  • provide entertainment
  • create the unexpected
  • Don’t let the customer disappoint you.

Meet customers’ needs

Find out the bare minimum the customer wants your product to do . Based on this, it will be much easier to know how to transform your offer into something that goes beyond the basic needs of customers.

If all your company does is meet basic needs, you will always offer a commodity and will rarely be considered if other companies are available.

A customer experience, to be at least good, requires you to be a reliable company and solve any need that is within your attributions.

Anything other than that will be a bad experience.

Your customer wants to have the security they expect when doing business with your company. People crave reliability .

Without meeting these basic needs, people will become anxious, worried and completely closed off.

provide entertainment

You can go from good to great by making the customer experience fun.

Engage attendees so they enjoy what you have to offer them, this is a great way to improve the customer experience.

Often in sales, building relationships needs to be fun and entertain people.

It’s much more fun to create a new experience and turn your product into an amazing experience. Everything is easier when the people around you are having fun with your company.

Customer retention often depends on this small element. And it is worth remembering that it has a direct impact on the financial area of ​​the company, after all, it is 5 to 25 times more expensive to acquire a new customer than to retain one.

If what you sell is seen as a pain to buy by your customer, find a way to make buying your product easy, transparent and relaxed .

Data already show that 74% of consumers change companies if they find the purchase process too difficult.

The best way to do business with clients is when they feel they are investing , not when they feel they are hurting, being ripped off, or losing.

create the unexpected

This is certainly the most difficult of the customer experience components to achieve and by far the most critical.

Today, with the digital transformation, people are bombarded with a lot of information and it is rare that they are surprised by a product or service.

Find a way to approach people in a relevant way so they will always remember your company experience.

In some industries this simply means delivering what you promised. But creating the unexpected is finding some way to deliver value to the customer so they feel like doing business with you was worthwhile.

When a brand creates something unexpected, it succeeds in creating a personal connection between it and its customer, and thus the business relationship becomes a relationship. In this way, we are facing an incredible customer experience.

Don’t let the customer disappoint you.

When a customer is disappointed with your company, that is, when the expectations he had with your business are not confirmed , this generates an extremely negative customer experience. This scenario is the opposite of what we’ve talked about so far.

You can use humor or even beauty, but you need to:

  • know what the customer expects from your company,
  • align expectations,
  • fulfill what was aligned.

Ideally, you take the customer experience in another direction, even better than customers expected.

One of the ways to prevent customers from being disappointed with your company is to understand how to qualify leads , to find contacts who really need what your company offers and are ready to implement your solution in the company’s strategy.

That way they have a great experience that makes them remember it for a long time.

Just providing 2 of these 3 components will turn the experience into something reasonable. Amazing customer experience requires the complete convergence of necessity, entertainment and the unexpected .

How much does the customer experience influence the sale?

Once you understand what customer experience is and how to improve it, it’s pretty obvious that customer experience directly and broadly  influences sales .

Whether in an e-commerce, in a physical store, in B2B or B2C companies, investing in a customer experience that is complete and surprising will help to lead the user to the sale. 

In fact, companies that excel at customer experience grow revenues 4-8% above the market.

In addition, satisfied consumers share their experience with the company with an average of 11 people , increasing the potential for referring new customers and serving as high-value social proof in the market.

Leads that come to your company by referral are more likely to become customers.

Of course, a customer experience strategy shouldn’t just be concerned with current customers in order to refer new customers.

It is essential to generate a quality experience for leads and users who reached your company through other channels, such as marketing actions and active research of the sales sector by prospects. 

To do this, offer a direct and fast communication channel that responds to the lead with speed and efficiency, providing advisory support and generating value for this user. For that:

  • make the purchasing process simple and efficient,
  • understand the demands of the lead,
  • offer a customized solution,
  • provide a consultative sale,
  • focus on contributing to customer success,
  • seek to qualify the lead,
  • ask the right questions to understand the demands,
  • create an empathetic posture in the sales sector and more.

In addition, it is essential to understand that, by not offering a good customer experience, your company tends to have more difficulty converting a sale. 56% of customers would stop shopping with a business because of a bad experience.

Customer experience: Nubank example

Nothing like good examples of companies that create excellent customer experiences to inspire other businesses.

Nubank is an online financial institution that offers a free bank account and credit card, as well as excellent customer service through an efficient center.

Even without open physical branches, the service channel offers confidence to customers, demystifying the fear related to new banks and virtual transactions.

In this way, the company offers a free, quality service, with efficient support and empathetic, quick and resolute service .

All of these elements form part of the company’s culture and values, which place the customer experience at the center of all decisions.

Tool to improve customer experience

Amazing customer experience doesn’t require a lot of money, props, or even other people. It mostly requires a decision on the part of the sellers to make this happen and then executing the idea to completion.

Of course, chasing the amazing customer experience doesn’t guarantee it will happen, but if you don’t try, your company will always be surrounded by mediocrity.

The excellent experience is not just 1 factor, but a set of factors that, when they happen within the entire commercial process, make your customer feel not only satisfied, but very grateful for everything your company has done.

CRM can be a great ally when it comes to generating value for the customer and when working on a strategy to create an excellent experience.

When the seller uses the CRM system as a weapon to implement this customer experience, he is much more likely to have a satisfactory result.

Learn all about this subject by downloading our e-book: CRM: Attract, Loyalty and Satisfy More Customers


Many companies out there continue to suffer the consequences of having a poor customer support team. But in the age of social media and online reviews, the emphasis on good customer service has never been more important.

If companies want to succeed in the modern world, they need to build the foundation of strong support with the steps mentioned above. Focusing on these points will not only drive success in the service itself, it will also help the entire company succeed.

Strong and successful customer support is tied to creating a strong service culture in your business. It’s about creating a culture of problem solving and empathy. With the steps above, you can install the right elements for your business. Now that you’ve learned how to structure a customer support team, learn about the advantages of CRM — the tool that will make the difference in the success of your service!