In a broad sense, customer service employees are supposed to interact with customers on behalf of an organization through various support channels available to them and resolve their issues quickly and effectively. Depending on the position and company requirements, however, customer service duties, functions and responsibilities may greatly vary – from responding to customer inquiries, troubleshooting tech problems and handling complaints to building strategies for improving the overall customer experience and fostering loyalty.
The duties of customer service representative do not end at just responding to customers and resolving their issues. Collecting and analyzing customer feedback can also be a part of their job tasks. While there are numerous ways to automate feedback collection, service agents may also personally follow up with customers to find out how the solution worked for them and take notes of their suggestions on what can be potentially improved. Service teams usually collaborate closely with marketing teams on feedback collection and analysis.
As review platforms are growing in popularity and more consumers are relying on other people’s opinions and experiences when making purchasing decisions, responding to product or company reviews written by customers is becoming an increasingly important responsibility of customer service employees. Every negative online review can easily reach a large audience and affect potential sales – therefore service agents should know how to handle negative reviews and turn those unpleasant situations into positive experiences and reduce possible brand reputation damage.
Since customer service employees naturally have a deep knowledge of a company’s products or services and a solid understanding of how to use them to get the maximum value, they are usually involved in the development and creation of helpful content for customers and prospects. That may include writing knowledge base articles, FAQs, help manuals, how-to guides, troubleshooting documentation, blog posts – anything that can help customers find answers, resolve issues on their own and use the company’s products in the most efficient way.
Tracking key performance indicators (KPIs) and metrics is another responsibility of customer service teams. Those may include CSAT score to track customer satisfaction, Net Promoter Score (NPS) to measure how likely customers are to recommend a company, product or service to their friends or colleagues, Customer Effort Score (CES) to evaluate the ease of service experience with an organization, First Contact Resolution (FCR) to find out how effectively service issues are dealt with on the first customer contact, Average Resolution Time (ART) to see how long it takes agents on average to resolve issues, and other metrics.
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