Home  ›   Blog   ›  What Is Customer Service Management (CSM)? Importance & Examples (Guide)

What Is Customer Service Management (CSM)? Importance & Examples (Guide)

Successful businesses know that acquiring new customers is only half the battle won. How quickly and efficiently you serve your existing customers can make all the difference. 

Whether customers contact your business during the awareness phase or the post-sales stage, effective customer service management (CSM) can ensure they have a delightful experience. 

By implementing the right CSM strategies, your business can increase loyalty, customer satisfaction, and enhance brand reputation. Moreover, you can obtain valuable customer insights to fix pain points and craft highly meaningful and personalized experiences. 

If you are an entrepreneur or customer service manager looking to improve service, this guide is for you. 

We will uncover the definition of customer service management, explore its benefits, review some examples, and look at the top responsibilities of a customer service manager. 

Let’s go! 

What Is Customer Service Management? 

Customer service management refers to the process of overseeing the interactions between a business or organization and its customers. This includes various activities, such as assisting customers with their questions, handling complaints and issues, providing product or service information, and ensuring customer needs are met in a timely manner. 

Effective customer service management is critical for businesses that want to build long-term relationships with their customers and maintain a positive reputation. Good customer service can help to increase customer loyalty and drive repeat business, while poor customer service can have the opposite effect and damage a company’s reputation.

What Are the Objectives of Customer Service Management? 

The main objectives of customer service management are:

  • Customer Satisfaction: The primary goal of customer service management is to ensure that customers are satisfied with the products or services they receive. This involves understanding the customer’s needs and expectations and working to meet or exceed them.
  • Customer Retention: Another important objective is to retain customers and encourage them to make repeat purchases or continue using the company’s services. This can be achieved through excellent customer service, loyalty programs, and other incentives.
  • Faster Problem Resolution: One of the key objectives of customer service management is to efficiently resolve customer issues and complaints. This involves identifying the root cause of the problem, communicating with the customer, and finding a satisfactory solution.
  • Continuous Improvement: Finally, customer service management aims to continuously improve the customer experience by gathering feedback, analyzing customer data, and making changes to improve the quality of products or services. This helps the company to stay competitive and relevant in the market.

Read More: 20 Best Customer Service Tips for Small Business

Why Is Customer Service Management Important? 

Effective customer service management can offer several benefits to a business, which can lead to greater customer satisfaction, loyalty, and higher revenues. Here are four key benefits of customer service management:

1. Increased Customer Loyalty & Retention

Excellent customer service can help businesses build strong relationships with customers, increasing their loyalty and reducing the likelihood of customers switching to a competitor. 

According to a Microsoft study, 96% of global consumers say customer service is an important factor in their choice of loyalty to a brand. 

By providing timely and personalized support, you can win the valuable trust of your audience. When customers know they will be supported throughout their journey, they are more likely to buy again and purchase higher-priced products.  

2. Improved Brand Reputation & Image

Think of the best brands in the world – Apple, Disney, Amazon, etc. All these brands have successfully built a superior reputation through delightful customer service. 

Around 90% of Americans consider the customer service reputation of a brand to decide whether or not to do business with them. 

When a business provides superior customer service, it can establish a positive reputation among the target audience. Moreover, with a solid and trustable brand image, you can easily grab the attention of prospects and sell more. 

3. Increased Revenue & Profitability

There is no doubt that customer support management can have a direct impact on a business’s bottom line. 

Companies that are a pro at customer experience generate 4-8% higher revenue compared to their counterparts. 

Satisfied customers are more likely to spend more money on products or services, making them highly profitable customers in the long run. In addition to this, a satisfied customer is more likely to promote your product or service among their social circle, bringing in more customers for your business.

Read More: 15 Best Sales Email Templates to Generate Maximum Leads

4. Obtain Valuable Customer Insights

By incorporating customer service management strategies, businesses can gain valuable insights into their customers’ needs, preferences, and pain points. 

According to a study, companies are viewed more favorably by 77% of customers when they proactively invite and accept customer feedback.

Customer feedback obtained through surveys can be used to improve products, services, and marketing strategies, leading to increased customer satisfaction and loyalty. By prioritizing the needs of their customers, businesses can gain a competitive advantage and deliver seamless experiences. 

Read More: How to Use Customer Pain Points to Improve Business Processes

What Are the Primary Responsibilities of a Customer Service Manager? 

A customer service manager is responsible for overseeing a team of customer service representatives, ensuring that they are providing quality customer service and meeting performance goals. They may also be responsible for developing and implementing customer service policies and procedures, training new and existing staff members, and analyzing customer feedback to identify areas for improvement.

The top 5 responsibilities of a customer service manager include:

  • Managing a team of customer service reps: A customer service manager is responsible for overseeing the daily operations of the customer service team, which includes monitoring performance, providing coaching and feedback, and managing schedules.
  • Developing and implementing customer service policies: Another important customer service manager responsibility is to create guidelines and standards that ensure consistent and effective customer service. These guidelines and procedures are created for different communication channels such as email, phone, live chat, etc. 
  • Analyzing customer feedback and metrics: Managers need to monitor and analyze customer feedback and metrics, such as customer satisfaction ratings and response times. A bird’s eye view of help desk reports enables them to identify areas for improvement and implement changes to enhance the customer experience.
  • Providing training: Customer service managers must ensure support representatives have the necessary skills and knowledge to serve customers effectively. This may include providing training on product knowledge, communication skills, soft skills, and problem-solving techniques.
  • Collaborating with other departments: Customer service managers have to work closely with other departments, such as marketing and product development. For example, whenever the product team rolls out a new feature, the manager needs to get in touch with them to create new knowledge base pages and train agents accordingly. 

3 Steps of Customer Service 

The process of customer service can be divided into 3 stages – pre-contact, service, and post-sales service. Let’s discuss these in detail. 

  • Pre-Contact: This is the stage where the customer makes initial contact with the business. It involves setting expectations and building rapport with the customer. Pre-service can include advertising, marketing, and sales efforts to attract customers, as well as establishing policies, procedures, and systems that will facilitate effective customer service.
  • Service: This is the stage where the customer receives the product or service they have purchased. During this stage, the business must ensure that the customer’s needs are met, questions are answered, and any issues are resolved proactively. The service stage can include providing assistance with product selection, onboarding, and ensuring timely delivery.
  • Post-Sales Service: Post-sales service, also known as after-sales service, is the stage where the customer has completed their transaction and may require additional support or follow-up. The post-service stage can include soliciting customer feedback, addressing any complaints or issues, and offering incentives or rewards to encourage repeat business. Good post-service can help build long-term customer relationships and generate positive word-of-mouth referrals.

What Are Some Examples of Customer Service Management? 

If you research successful businesses, you can easily identify the CSM principles and strategies they implement to get an edge over their competitors. Here are some customer service management examples to keep you inspired. 

1. AI-Powered Chatbots 

Right since their inception, chatbots have revolutionized how modern customer service teams work. From automating customer service inquiries to lead generation, website bots have become a must-have tool. 

Domino’s Pizza is a multinational pizza restaurant chain with outlets present across more than 90 countries. The fast-food chain deployed chatbots to simplify the order placement process. Customers can easily interact with the bot to place new orders, view order details, and track food delivery. 

2. Social Media 

Many businesses now use social media platforms such as Twitter and Facebook to communicate with their customers. No wonder social media has become an integral part of most company’s customer service management strategy. 

Source

Nike, the famous sports equipment and apparel brand, runs a separate Twitter account (@NikeService) to handle social media inquiries and complaints. The company offers proactive service by updating its followers about new product releases, upcoming events, service outages, etc. 

What Are the 7 Principles of Customer Service Management? 

For customer service management to be effective, it needs to focus on all aspects of a customer’s journey. The following 7 principles each detail an important area every CSM should include.

  • Speed: Speed is all about how quickly support agents respond to customer inquiries and complaints. Instead of making customers wait over the phone or for an email response, you must look to automate your customer service process for faster response times. 
  • Knowledge: After a customer has bought a product or service, the support reps become the face of your company. They should have in-depth knowledge about products, features, pricing, return terms, and policies, etc., to offer smooth assistance. 
  • Ownership: It is important for customer service managers to ignite a sense of ownership and accountability among team members. Every issue should have a dedicated owner who is accountable for resolving the problem as quickly as possible. 
  • Accuracy: Accuracy is all about how relevant the responses shared by your team members are. The accuracy of responses will depend a lot on how well your agents have been trained and how consistently they brush up on their skills. 
  • Empathy: When customers reach out for support, they want you to understand their concerns. Empathy is an important customer service skill that is all about putting yourself in the customer’s shoes and understanding how frustrating the situation might be for them. 
  • Patience: Most customers you will encounter are already frustrated or angry. By being patient, listening to their problems, and handling things more maturely, you can enhance the support experience. 
  • Consistency: Every business has instances of offering memorable service experiences. However, consistency is what determines the difference between whether customers return for purchase or whether they switch to a competitor.  

Organize Your Support Process With Customer Service Management

Ultimately, customer service management is about putting the customer at the center of everything your business does. By prioritizing their needs, building strong relationships, and offering timely and effective support, you can earn the trust and loyalty of your audience. 

By investing in customer service training, implementing the right tools and processes, and continuously measuring and improving customer satisfaction, businesses can create a culture of exceptional service that sets them apart from their competitors.

If you are wondering which tool can help you make the most of your CSM efforts, we have the right solution. ProProfs Help Desk is a cloud-based tool that can help you manage customer service communications on multiple channels, prioritize urgent issues, encourage self-service with a knowledge base, and capture customer feedback for continuous improvement.

Do you want a free Help Desk?

We have the #1 Online Help Desk Software for delightful customer support

About the author

Jared is a customer support expert. He has been published in CrazyEgg, CoSchedule, and CXL. As a customer support executive at ProProfs, he has been instrumental in developing a complete customer support system that more than doubled customer satisfaction. You can connect and engage with Jared on Twitter, Facebook, and LinkedIn