Reframing the Definition of “Support”
Support agents are inherently individuals who like to help other people, and they also often struggle with the concept of sales. In centers where sales activities are not an initial component of support, it may be hard to change that mentality. But if you can show an agent how your full product suite can benefit customers, you can reframe support to them and show how informing customers of those solutions is just another form of support. In this case, they’re really supporting your customers’ greater success, and your agents gain a more full understanding of your customers.
Hiring and Training for Sales
While there are many things that go into a profitable support center, two actions with the most impact are hiring the right people and training them the right way. One key is to hire right from the start with the understanding that sales is a component of a support position. Next, the hiring process needs to be supported through training that reframes ‘sales’ as the ultimate form of helping a customer. Agents who are hired with sales in mind and then educated on the benefits of the full product suite can then share that information with customers, knowing they are helping customers beyond just solving the reason for their initial contact.
But what does training for sales look like?
It begins the same way it does for all support, ensuring agents are able to assist your customers and resolve their challenges. Agents will need to understand your customer, empathize with them, be able to communicate clearly with them, learn your products and services in and out and sometimes be able to think on their feet. Additional training involves practicing techniques for asking key questions to uncover customer insights, subtly turning conversations toward your offers and using closing phrases to drive sales, sign-ups or consultation bookings with an inside sales team.
Make Support Part of Your Strategy
Having a customer-centric business is one of the best ways to not only maintain current revenue but also increase it. When used effectively, customer support centers can both deliver strategic value and improve the bottom line. Investing time and resources in this key area can mean increased profits for years to come.
Is It Actually Possible to Turn Your Support Center into a Profit Center?
Short answer, yes.
Long answer, every company is a little different, requiring unique support approaches. Using support to keep customers happy, gain insights and improve your offering is possible for any technology company. Driving direct revenue through support is also possible for many technologies companies but may look different from case to case — often depending on product and sales cycle. At GlowTouch, we’ve assisted companies in turning their support operations from cost centers into profit centers; generally our clients see roughly 250 percent ROI on average, but cases can range anywhere from roughly 100 to about 500 percent ROI. If you’re curious to see what kind of ROI we can provide you, give us a call at +1 502 410 1732.