Meet the True Value Creators in Our Companies

In the debate about which area of the organization creates the most value, customer service rarely ever makes the short list. But it should, and here’s why.

“Anyone who thinks every day or every call is just like the previous one obviously hasn’t put on one of these headsets.”

That comment, one of several shared with me by the head of a customer service department, dispels misconceptions and sheds light on a vital component of our organizations – one that operates largely in the shadows and often doesn’t receive the recognition it deserves.

The fact is, customer service reps are the unsung heroes of our organizations. They’re the corporate equivalent of army Special Forces – the ones we rely on to fix something that’s gone wrong and prevent it from getting worse. They toil behind the scenes, in near anonymity, rarely receiving even a sincere thank you.

“Forget about the script; there isn’t one. We’re talking about people, not robots.”

Contrary to what we, the ones on the other end of the line, may believe, customer service jobs are hardly routine. While there are similarities among the issues they face, no two interactions are the same – or the solutions required. Service reps don’t sleepwalk through the day by applying a standard template to resolving issues. Sure, they use scripts, but only for training and beginners. Mastering their craft requires plenty of practice, rehearsing particular types of calls and listening to recordings of good and bad conversations, all to learn and improve.

The average customer service representative resolves more than 30 issues a day, which takes up about three-and-a-half hours. The rest of the day is spent meticulously documenting issues raised and solutions offered, lest they appear again. The average call lasts about six minutes, and each must be resolved to the customer’s satisfaction.

In their jobs, time is of the essence. Among customers’ biggest complaints is the all-too-familiar message that says, “All of our representatives are busy.” By the time they reach a representative, customers want their issues resolved – immediately. Service reps need to create on-the-spot solutions, and without the benefit of time to analyze, take polls or deep-dive into research. They possess the human touch that’s vital to quick problem-solving. Their decisions are based upon equal parts training, experience, instinct and savvy.

They have the resources to do their jobs, but not much more. On average, organizations dedicate just 12% of their marketing budget to satisfying existing customers.

“When you’ve worked an eight-hour shift in this job, you know it.”

Reps are keenly aware that they represent the “face” of the brand. Although not necessarily part of the job description, they need to stay upbeat and positive. That’s because 73% of consumers note that friendly customer service representatives can actually help them fall in love with a brand.

Customer service jobs are challenging and mentally taxing. Not only do service reps defuse difficult situations, they also make the complex simple, explain, counsel, reassure or just listen and empathize.

They’re true value creators within our organizations.