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Why Sales and Customer Service is the Ultimate Partnership for Fiscal Success

If your business wants to continue attracting new customers – and retain the ones you currently have – then your sales and customer service (CS) teams must partner. A user-friendly customer experience results in higher customer satisfaction, and offering excellent customer service gives you a competitive advantage. 60% of customers stop doing business with a brand after one poor service experience. And, 67% of this churn is preventable if the customer’s problem is resolved during their first interaction.

Portrait of Gary Ash, Working Solutions' Business Development and Sales Leader

What Happens When Sales and CS Work Together?

When your sales and customer service teams align, it allows for shared data and insights, firsthand customer feedback, and new opportunities to cross-sell or upsell products and services.

 

Benefits of Cross-Collaboration

Stellar customer service translates into new customers who are loyal to your brand. And your current customers stick around. This is invaluable to your business because it can increase the amount buyers spend on your products and services, resulting in higher revenue and long-term customer retention. An increase in customer retention of merely 5% can equate to an increase in profit of 25%. Another benefit of a Sales/CS alignment is immediate feedback. Those who manage or direct your customer service teams can share issues or positive interactions with the sales team, where together, they can work on solutions or find ways to improve on what’s been working well. The goal is always to keep those valuable customers from leaving and going to the competition. Working collaboratively allows for the most impactful and satisfactory customer experience.

 

When It Doesn’t Work How It Should

If your teams are at cross purposes, your customer experience will be out of sync. That’s a liability for your business. Effective communication and alignment on goals and objectives are crucial to ongoing success. One negative interaction has the potential to create the loss of current and future customers. If there’s one thing all companies understand too well, it’s how challenging it can be to keep loyal customers. Should your CS be lacking, it can derail conversions. If potential customers are already experiencing issues with your company (they have reached out and haven’t heard back, for example), then why would they think that would change once they make a purchase? A positive CS interaction may turn around how leads feel about your company. A good CRM helps, too. And finally, poor Sales/CS cooperation may impact your brand’s reputation. A company known for bad customer service loses not only customers and revenue, but also talented new hires or partnership opportunities.

 

Setting Your Teams Up for Success

The first objective should be to identify ways your Sales and CS teams can work together. It helps everyone if your CS team understands the sales process. Sharing best practices, potential issues, and positive feedback are invaluable when pursuing additional revenue sources. Next, think about how to reduce customer effort. It shouldn’t be hard to reach an empathetic agent, or to buy your products and services. And finally, once you have those valuable customers, strategize on how to nurture ongoing engagement effectively. Suppose your CS team turned around a negative customer experience into a positive one, and that buyer transforms into a brand advocate who spends more money. In that case, that’s a sales win without any further financial investment.


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