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      Salesforce Salesforce Service Cloud

      Ways to Monetize Your Customer Support

      Jul 13, 2018

      3 minutes read

      The dynamics of customer service are rapidly evolving. Andy Yost of CMO predicts that “2018 will be the year of servicing consumer needs before they even arise.” It seems that businesses are listening to him.

      Many brands are optimizing their support operations to “deliver impactful customer experiences.” Although well-intentioned, the efforts are misplaced. This blog post argues that instead of chasing customer service at all costs, business should instead focus on monetization.

      Your support department can be transformed from a cost center into a revenue generator without any detrimental effect on customer service. In fact, going agile will not only improve the customer experience, it will save you money and drive revenue.

      Adopting agile has become essential because cloud-powered subscription economy is gradually eroding customer loyalty. Instead of buying from a brand, consumers shop from multiple brands, sometimes simultaneously.

      In this blog post, we will explore five ways to go agile and monetize your service functions. The methods have been divided into two categories: Direct and Indirect.

      Monetize your customer support

      Direct Ways

      Charge for Support
      If your company sells products in bundles that are regularly configured to match the client base and usage patterns, convince them to pay for support. Include assistance into the bundles and price it as much as is needed to run the support department. There are multiple ways to do this. Here are two examples:

      Scenario 1: put a cap on email and support

      Basic $50 per month Premium $90 per month Enterprise $150 per month
      Support Unlimited email
      Community
      18/5 call support
      18/5 email support
      Community
      24/7 call support
      24/7 email support
      Community

      Scenario 2: Differentiate by the Mode of Support

      Basic $50 per month Premium $90 per month Enterprise $150 per month
      Support Community Community + Email Community + Email + Call

      Scenario 1: put a cap on email and support

      Basic $50 per month
      Support Unlimited email
      Community
      Premium $90 per month
      Support 18/5 call support
      18/5 email support
      Community
      Enterprise $150 per month
      Support 24/7 call support
      24/7 email support
      Community

      Scenario 2: Differentiate by the Mode of Support

      Basic $50 per month
      Support Community
      Premium $90 per month
      Support Community + Email
      Enterprise $150 per month
      Support Community + Email + Call

       

      Explore Opportunities to Promote Exclusive Support

      If you don’t wish to put a cap on support, you can analyze case logging behavior patterns and use the data to cross-sell and upsell.

      The data will help you figure out if you are making profit or losing money on a customer type. If you are burning money due to excessive support requests, you can try to sell a support package. In the long run, adopt a policy to encourage all your customers to upgrade to exclusive support which can be made available for a small, additional cost.

      Indirect Ways

      Increase Product Awareness
      Leverage email content, call responses (IVR), and SMS case notifiers to introduce new products and offers to your customers.

      Upsell and Cross-Sell on Your Self-Service Portal
      You can promote upgrades or cross sell without distorting the user experience if your customers log cases on a portal.

      Let’s suppose that a customer is looking to claim a warranty on his or her device and an upgraded version happens to be available. You can offer to upgrade at an exclusive discounted price right on the portal.

      Reduce Attrition
      This technique will work specifically for ISPs whose offerings are bundled on usage rates. If you find that one of your customers’ data utilization is low, you can suggest them to move to a less expensive package. In contrast, if a user regularly exceeds their FuP, you can suggest them to upgrade at a discounted price. Both approaches can reduce the churn.

      Takeaway

      It doesn’t matter if you are a small business or a large corporation — you cannot afford to slack off on customer service. It is king. But delivering great experiences doesn’t have to cost a lot. In fact, you can earn from your support department. This blog suggests five ways to do that. Adopt them to lower your expenses and increase revenue.

      Looking for more unconventional ideas to save money and strengthen your brand using salesforce service cloud? Let’s Discuss.

      At Grazitti Interactive, we have an expert team of Salesforce certified engineers with extensive experience in knowledge base skinning, implementing advanced enterprise search, and building account health monitoring systems. Drop us an email at info@grazitti.com to know more about turning your support into revenue center.