Happy customers are repeat customers. But they may be happier if someone else does customer service.
CUSTOMER SERVICE IS critical, yet delivering it can be expensive, particularly as companies grow larger. “Where do I base the reps? How do I stagger time zones? Do I provide live chat? Or text?” says Scott Carr, CEO of Modria, which makes dispute-resolution software. Do you forge ahead on your own, as Modria does,or do you outsource?
“If customer service is not your core competency, if it’s not a strategic differentiator, and if you can’t do it cheaper,you should outsource,” says Tom Lewis,a former Deloitte partner who has headed its call-center advisory practice.
Cost isn’t the only consideration. Arccos Golf, a platform that allows golfers to track their performance, decided that in-house was not a problem but an opportunity. The company, which sells sensors that attach to clubs and send shot analytics to a smartphone, chose to hire PGA pros and tech obsessed golfers to handle calls. “It puts us at a different level,” says Sal Syed, CEO and co-founder. “We’re not selling a product, but rather an experience.”
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