Stumped for Growth Ideas? Use Customer Support Data to Drive Revenue

By Today’s Industry Insider

Awful feeling, isn’t it?

You’re struggling to find new opportunities to increase growth this quarter.

But no worries. The solution to your problem is staring you in the face.

Customer support data holds the answer to earning more revenue. It’s an effective tool for identifying gaps in your customer service and uncovering when to upsell in the sales cycle.

“Every support team answers customers. Great support teams use data to discover trends, make the business case for fixing big problems, and improve the customer experience,” writes Simon Ouderkirk, support team lead and happiness engineer at

Don’t stay in a growth rut. Here’s how customer support data helps the bottom line.

Learn More About Your Buyers

Analytics is useful for understanding your consumers’ behaviors and interests. And with support data, your team can learn what matters the most.

Support tickets reveal the inner thoughts of your customers. Based on their questions, you’ll grasp not only what they need, but also their expectations for your service.

For example, customer support data may show that buyers prefer finding a solution via a knowledge base rather than sending an email and waiting 24 hours for a response. And that’s likely, because 76% of US online adults used FAQs on a company’s website in 2014.

If a knowledge base improves customer success, your team must take action to provide consumers with quality answers to their questions. Create a step-by-step instructional guide or produce short video tutorials to walk them through the process.

Support emails also can tell you more about a customer’s level of frustration regarding a specific issue. In the email below, you’ll notice my direct tone. This message was my fourth interaction with the company in three weeks about the same problem.

Studying customers equips your team to aggressively cater to their needs. Happy customers are more likely to continue purchasing from your brand than disappointed buyers who never got their issues resolved.

Business growth happens when your team is vigilant about customer satisfaction. Using signature happiness ratings in emails is one way to gauge your audience.

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A happiness rating encourages immediate feedback to help you fine tune your service. Plus, it allows you to connect with customers on a human level.

Strive to learn more about your customers. Support data can lead to satisfied customers.

Identify Critical Issues

Customer support is a practical channel for spotting issues affecting your business systems. Without analyzing the data, you’ll remain stagnant and won’t know how to grow your internal processes.

For instance, how many conversations do you have with your customers every month? The total may indicate consumer growth and the need to hire new team members. Or it may highlight ongoing problems with your product.

Also, what’s your average response time? It’s important to know when customers are receiving replies from your team. A high response time may pinpoint gaps in your support staff’s efficiency. Or it may be an indicator of greater tech issues.

Support data offers relevant information to tweak product features and change your brand …read more

Source:: Kiss Metrics Blog