How to Tip The Scale: 4 Things To Know When Growing

It's summer and the last thing most of us want to do is tip the scale.

But if you're a growing company, your sole focus is on scaling your business to ensure your team's survival and ability to perform while experiencing growth. As your partner for all things scale and experience, we have 4 insights that you should know while your business is experiencing growing pains and pleasures.

 

#1 The Most Overlooked Thing When Growing? Customer Experience

Did you know brands spend 6-7 times more on obtaining new customers than they do on retaining their existing customers? When companies are growing, often times the focus is on customer acquisition while customer retention and experience becomes an oversight. At the core of this oversight is the struggle to implement process optimization. For example, something we can all relate to is the struggle to keep  up with ticket backlog. The remedy? Creating an FAQ knowledge base with basic information and answers to frequent and repetitive questions your service department gets asked on a daily basis. This spawns a beautiful thing called call deflection which is when you reduce the number of inbound calls or emails to your service department by making popular inquiries available publicly. Let's face it, your customers are contacting you because they couldn't help themselves, and according to Forrester, 73% of consumers say that valuing their time is the most important thing a company can do to provide them with good online customer experience. Learn more about digital customer experience here.

#2  Embrace The Voice of The Customer Early On

The voice of the customer (VoC) is the process of capturing customers expectations, inclinations, and frustrations with your services. As we discussed in our first point, there is often no defined customer experience strategy and understanding the voice of the customer is even less of a priority. And trust us, we get it--you don't have a large budget to work with BUT there are inexpensive ways to start harvesting this invaluable data. Here's a nifty chart from Drive Research that breaks down the costs and turn around times for acquiring both qualitative and quantitative avenues that unveil the VoC:                       Source: Drive Research

From online surveys to user experience, there are inexpensive and affordable methods to gather this precious data and enable you to take action while monitoring your efforts.

#3 Customer Support and Marketing Need to Join Forces

Even though your company is small, some departments have the tendency to remain in silos or stay with traditional allies. Although marketing is traditionally joined at the hip with sales, the other side of their hip should be attached to customer service for a few important reasons. Since the service department has the best understanding of customer problems and needs, they are ideal to partner with when understanding the voice of the customer (VoC). Based on their data and experiences, marketing teams can use this to build better customized campaigns to improve the customer journey. Secondly, and perhaps most frequently occurring is when prospects or customers have questions about a promotional email they received. The first department your contacts will call is customer service, since their contact information is easy to find. Things get ugly when the service department is unaware about these promotions and puts them in an awkward position where *gasp* they have to call the customer back later while they get more information. The solution? Both departments should have weekly or bi-weekly touch base meetings to talk about all things customer impact and insight.

Name a better duo, I'll wait…

#4  Sit Back and ESAT: Take Care of Your Employees

Over the past few years, it is becoming a standard to take care of your employees in order to have a lasting, successful business. There is a simple, powerful truth that if you treat people well, the results for your organization will be exceptional. Satisfied employees are more productive and better able to address customer needs which drives positive brand awareness and customer satisfaction levels. If you don't take care of your employees, you take the risk of negatively impacting your bottom line and in some cases, losing your company. While your customer base expands, so does your employees workload and stress level. So how do you cultivate high ESAT scores and overall engagement? It's  important to compensate employees with bonuses or shares but if that is not feasible, you can also augment your special perks to keep them engaged and happy. These special perks can be anything from extra PTO, a membership for Headspace, and an office kitchen full of entrees and snacks as an acknowledgement for the current and impending growth.

We have written extensively about ESAT and the critical importance of employee happiness which you can check out here, here, here, and here (we're obsessed!).

 

Check out this story about a growing startups success with scaling here. For exclusive customer experience insights and other tips and tricks about how to scale your company successfully, subscribe to our monthly newsletter.

Crystal Romero

Content Marketing Manager
May 14, 2018