How to Create a Customer Service Culture That Drives Growth And Profits

For business owners and entrepreneurs looking to create a customer service culture that drives growth and profits, Jonathan Shroyer, Chief Customer Experience Innovation Officer for Arise Virtual Solutions, has the perfect solution. Jonathan has over 20 years of experience in the customer experience space and has helped lead businesses to develop innovative approaches to customer service. 

In this episode, Jonathan shares his expertise on how to build a customer service culture that will fuel growth and profit. We’ll explore the challenges faced when creating a frictionless customer experience, how to prove customer service’s value mathematically, and how to develop leading indicators to enable companies to take action in real-time. Join us as we uncover the three steps to get started and learn how to create a customer service culture that fuels growth and profits.

About Jonathan Shroyer

Jonathan Shroyer is the Chief Customer Experience Innovation Officer for Arise Virtual Solutions and has over 20 years of experience in the customer experience space. He is a significant contributor to creating an advanced virtual-first customer care platform for some of the biggest brands in the world, including Microsoft, AutoDesk, Postmates, and Caban. In addition, Jonathan is an avid speaker, writer, and podcast participant. 

He is passionate about gaming and is part of the blockchain platform for play-to-earn games. 

Jonathan’s strength lies in networks and frameworks, and he can mathematically prove that customer experience can turn from a cost center to a profit center. He believes companies should often ask small and simple questions and invest in customer experience.

Why is it important to create a customer service culture that drives growth and profits?

Creating a customer service culture that drives growth and profits is essential for business owners and entrepreneurs to ensure their success. A customer service culture helps to build relationships with customers and create a positive customer experience. When customers are delighted with their experience, they are more likely to return, speak positively about the business, and even refer their friends and family. Customer service, therefore, positively impacts the business’s profits and growth by increasing the number of customers and making the customer experience more enjoyable. 

Moreover, a customer service culture can help to increase customer loyalty. Customers that feel valued and appreciated are more likely to stay loyal to the business and keep coming back. This increases customer lifetime value, which is an important metric for businesses. Additionally, a customer service culture can help businesses to differentiate themselves from their competitors. By focusing on delivering an exceptional customer experience, businesses can stand out and be seen as a leader in their industry. Ultimately, creating a customer service culture that drives growth and profits is essential for business owners and entrepreneurs to ensure their success.

Here are the steps you need to follow:

1. Identifying customer data and product data and integrating them to drive correlative capability.

2. Ask small and simple questions to identify how customer experience can be turned into a profit center.

3. Creating a Customer Outcome Score to measure the ROI of the customer experience.

1. Identifying customer data and product data and integrating them to drive correlative capability.

Identifying customer and product data and integrating them to drive correlative capability is crucial in creating a frictionless customer experience. 

The first step is to identify customer data and product data, which can be done by looking at customer service logs, customer surveys, customer feedback, and product usage data. Once this data has been identified, it needs to be integrated to drive correlative capability. This can be done using analytics tools and data integration software to analyze the data and identify correlations between customer and product data. It is important to note that this process is not a one-time event but should be done regularly to ensure that the customer experience is up-to-date and can continue to improve.

Once the customer data and product data have been integrated, it is important to use the identified correlations to create an engaging customer experience. By using predictive analytics, companies can use correlative data to anticipate customer needs and provide personalized experiences. This can be done using customer segmentation, customizing product offerings, and offering personalized content and promotions. Additionally, companies can use correlative data to create automated responses to customer inquiries and automated processes that can provide customers with the answers they need quickly and efficiently. Integrating customer data and product data to drive correlative capability is a great way to create a frictionless customer experience. By leveraging the correlative data to anticipate customer needs, companies can provide a better customer experience that leads to higher customer satisfaction and loyalty. Additionally, the automated processes created using correlative data can help streamline customer service and provide customers with the answers they need quickly and efficiently.

2. Ask small and simple questions to identify how customer experience can be turned into a profit center.

Asking small and simple questions to determine how customer experience can be turned into a profit center is vital in transforming customer experience into a revenue generator. To do so, companies must first understand the current customer experience within the organization and any challenges faced in creating a frictionless customer experience. 

Some challenges that may come to mind include organizational data silos, outdated CX or analytical tools, personalization for all customers, and prioritizing customer pain points. Once these challenges are identified, small and simple questions should be asked to determine how these issues can be addressed and how customer experience can be turned into a profit center. 

Examples of such questions include: How can we use technology to provide a better customer experience? How can we create a customer-centric culture within the organization? How can we effectively personalize for all customers? What experiments can be done to prove that customer service can be a profit center mathematically? 

Answering these questions can provide insights into how customer experience can be leveraged to improve the bottom line.

Companies should also consider using customer feedback to ask questions and uncover insights into their experience. For example, surveys, customer interviews, and focus groups can be used to understand customers’ needs, preferences, and expectations. This feedback can then be used to understand better how customer experience can be improved to create a positive impression and generate revenue. 

Additionally, customer feedback should be regularly monitored to stay on top of customer pain points and address them quickly. Overall, customer experience should be seen as an opportunity to increase revenue and profitability, and asking small and simple questions can help to uncover how this can be done. 

Therefore, companies should take the time to understand the customer experience within their organization, use customer feedback to reveal insights and ask small and simple questions to identify how customer experience can be turned into a profit center. Doing so will enable companies to create more positive customer experiences and boost their bottom line.

3. Creating a Customer Outcome Score to measure the ROI of the customer experience.

To create a customer outcome score to measure the ROI of the customer experience, companies should first identify where their customer data and product data are located and then integrate them. This will allow companies to drive correlations between customer experience and their bottom line or key OKRs. 

Companies should then ask some simple questions to identify how their customer experience could drive profitability and start investing in customer experience when designing, developing, and determining product features. 

Once the customer and product data have been integrated, companies should run AB tests for 6-9 months and analyze the data to mathematically prove that their customer experience team is protecting or creating revenue. Companies should also focus on leading indicators, such as customer churn, that can predict customer behavior in real time. 

Finally, companies should create a customer outcome score customized to each client that considers metrics such as CSAT, NPS, customer effort score, product adoption, and regularity. By focusing on this customer outcome score, companies can understand the ROI of their customer experience and take the necessary steps to ensure their customers are receiving the best experience.

Once the customer outcome score is created, companies should use it to measure and optimize the customer experience. Companies should compare customer outcome scores to their bottom line or OKRs and identify areas of improvement. Companies should use customer feedback to analyze customer experience and identify areas of improvement. This will enable companies to understand and prioritize customer feedback, allowing them to make changes that will significantly impact their customers. 

Companies should also use customer feedback to identify customer segments and analyze customer behavior patterns. This will enable companies to understand their customers better and create a more tailored customer experience. By creating a customer outcome score, companies can measure the ROI of their customer experience and optimize it to drive profitability and key OKRs. 

Finally, companies should use customer feedback to identify areas of improvement and create a more tailored customer experience. This will enable companies to understand their customers better and create a more successful customer experience.

Creating a customer service culture that fuels growth and profits requires understanding customer and product data and integrating the two to drive correlative capability. Additionally, businesses must ask simple questions to identify how customer experience can be turned into a profit center and invest in customer experience when designing and developing products. 

Businesses should also create a customer outcome score to measure the ROI of the customer experience and act on leading indicators to ensure customers are receiving the best experience. 

With the right strategies, businesses can create a customer service culture that drives growth and profits. Don’t let yourself get frustrated with the lack of success from customer experience initiatives; take action and start creating a customer service culture today!

I’d love to hear how you develop a customer service culture to get increased profitability… So leave me a comment on how it went for you, or drop me any questions you want me to answer!

Some topics we discussed include:

• What is the connection between gaming and customer service
• How can companies turn customer service and experience into a profit center
• What are the challenges organizations face while trying to create a frictionless customer experience
• How can companies use metrics to measure customer outcomes and optimize customer experience
• How to overcome the biggest struggles in building a cohesive customer service culture
• How to create a customer service culture within a business
• Customer outcome metric – what is it and why use it compared to other commonly used metrics
• How to use an iteration process to build value in a business via customer service and experience
• What the future of customer service could look like
• And much, much more …

Listen to the episode

Related links and resources

Connect with Jonathan

• LinkedIn

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