{"id":42425,"date":"2020-04-01T00:00:00","date_gmt":"2020-04-01T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/customer-service-oriented\/"},"modified":"2025-03-13T06:28:22","modified_gmt":"2025-03-13T13:28:22","slug":"customer-service-oriented","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-service-oriented\/","title":{"rendered":"Customer service-oriented? Be customer-obsessed instead"},"content":{"rendered":"<p>We\u2019ll go out on a limb and assume you know the basics of customer service, so let\u2019s do something a little different here. Let\u2019s talk about the master-level skills it takes for a small business to stay competitive today.<\/p>\n<p>We\u2019re living in the <b>experience economy<\/b>, which means <b>service matters most<\/b> to customers\u2026 yep, even more than price. In fact, 86% of people surveyed would pay up to 25% more for a product, if they knew phenomenal service was part of the deal.<\/p>\n<div class=\"box\"><b>Experience economy<\/b>: A term first coined in 1998, this movement is marked by customers\u2019 feelings about a company driving revenue even more than price or quality. Their memory, or experience, of the company becomes a product itself.<\/div>\n<p>What does this mean for small businesses? It means you finally have a leg up on the Goliaths who can undercut you on price.<\/p>\n<p>And while it\u2019s great to be customer service oriented, it\u2019s even better to be customer-<i>obsessed. <\/i>That might sound daunting, but we\u2019ve broken it down for you.<\/p>\n<p>Ready to make the leap? Keep reading. (Or, just skip right to the <a href=\"https:\/\/netstorage.ringcentral.com\/documents\/quiz_how_customer_obsessed_your_business.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">quiz to see if your business is customer-obsessed<\/a>.)<\/p>\n<p>Today, we\u2019ll cover:<\/p>\n<ul class=\"table-of-content\">\n<li><a href=\"#7 essential skills for customer-obsessed small businesses\">7 essential skills for customer-obsessed small businesses<\/a><\/li>\n<li><a href=\"#5 steps to becoming more customer service oriented (with real-world examples)\">5 steps to becoming more customer service oriented (with real-world examples)<\/a><\/li>\n<li><a href=\"https:\/\/netstorage.ringcentral.com\/documents\/quiz_how_customer_obsessed_your_business.pdf\">Take our quiz: How Customer Obsessed is Your Small Business?<\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f<b>\u00a0<\/b>Ready to offer 5-star customer service?<b>\u00a0<\/b>Get strategies for every stage of the customer journey with this <b>free eBook<\/b>.<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/assets.ringcentral.com\/us\/ebook\/long-live-customer-service.pdf\" data-id=\"69d26e63d318d\" id=\"69d26e63d318d\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d26e63d318d.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Get the eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40Get this free eBook to learn how to win in customer service.<\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d26e63d318d.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<p><a name=\"7 essential skills for customer-obsessed small businesses\"><\/a><\/p>\n<h2>7 essential skills for customer-obsessed small businesses<\/h2>\n<h3>1. Empathy<\/h3>\n<p>This valuable <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-skills\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service skill<\/a> is so much more than saying \u201cI understand how frustrating that is\u201d if a customer calls with a complaint. <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/empathy-exercises\/\" target=\"_blank\" rel=\"noopener noreferrer\">Empathy is the ability to put yourself in their shoes<\/a>, at every single stage of the customer journey. Think: how would this process make me feel if I were them: Confused? Annoyed? Delighted? (Hint: you should shoot for that third one.)<\/p>\n<h3>2. Self-service<\/h3>\n<p>This is a huge piece of the experience economy. People are busier and more technologically savvy than ever before, and they love being able to get their own questions answered without having to talk to someone. Good examples of this would be forms of <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/online-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">online customer service<\/a> like having an FAQ page (or knowledge base) or online bill pay on your website.<\/p>\n<p>The benefit of making the easy answers accessible is it frees up your service team to focus on more complex customer requests and issues.<\/p>\n<h3>3. Consistency<\/h3>\n<p>Are all <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/communication-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\">communication channels<\/a> created equal? While you should curate a unique tone for each channel\u2019s services\u2014for example, social media responses feel more authentic if they\u2019re a little less formal\u2014it\u2019s important to handle <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/inbound-calling\" target=\"_blank\" rel=\"noopener noreferrer\">inbound calls<\/a> and requests from every channel with the same level of attention and responsiveness.<\/p>\n<p>A customer-obsessed business treats Twitter comments with the same weight as a phone call or email. That way, people feel comfortable reaching out on the platform they\u2019re most comfortable using because they know they\u2019ll get the same level of attention.<\/p>\n<h3>4. Personalization<\/h3>\n<p>Here\u2019s another place you can get a real leg up on big-box stores. Customer-obsessed businesses give off a boutique feel, no matter their size, making each customer feel like a regular and a VIP.<\/p>\n<h3>5. Collaboration<\/h3>\n<p>This one\u2019s mainly for your team (although <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-collaboration\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer collaboration<\/a> is a valuable concept too). A business that communicates well across departments is better at getting customer problems solved more quickly, which means a better <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/first-call-resolution-industry-standard\/\" target=\"_blank\" rel=\"noopener noreferrer\">first call resolution<\/a> rate. And the more quickly you can help your customers, the more like they\u2019ll be to come back.<\/p>\n<h3>6. Proactivity<\/h3>\n<p>So much of customer service is reactive\u2014you wait for the phone to ring or an email to come through, and then you handle it. Rinse and repeat. But customer-obsessed businesses (and businesses that do well on <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer retention<\/a>) don\u2019t sit back and wait for an issue to reach them. They find ways to reach out to customers and check in, which often prevents mole hills from, well, you know.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>Pro-tip: <\/b><\/div>\n<p>Learn about <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/agile-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">agile customer service<\/a>, how to do it, and why small businesses should look into it.<\/p>\n<\/div>\n<h3>7. Adaptability<\/h3>\n<p>Customer service isn\u2019t \u201cset it and forget it\u201d (here\u2019s hoping the rotisserie chicken guy didn\u2019t copyright that). Your strategies should live and breathe and evolve as your customer base grows.<br \/>\n<a name=\"5 steps to becoming more customer service oriented (with real-world examples)\"><\/a><\/p>\n<h2>5 steps to becoming more customer service oriented<\/h2>\n<h3>1. Meet customers on their channel of choice<\/h3>\n<p><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-expectations\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customers today expect<\/a> their experience with your business to match the rest of their life, and that means being able to contact you with questions or concerns however they feel most comfortable. If you\u2019re easy to reach, chances are you\u2019ll hear more from them, and they\u2019ll feel more connected to you. This can only make your business better.<\/p>\n<div class=\"box\">SEE HOW THEY DID IT: <a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/stratejm.html\" target=\"_blank\" rel=\"noopener noreferrer\">This cybersecurity company made customers happier by expanding their communication channels<\/a>.<\/div>\n<h3>2. Use technology to personalize customer interactions<\/h3>\n<p>It can seem like a lot of work to tailor experiences to each customer, but technology is your friend. Upgrade to <a href=\"https:\/\/www.ringcentral.com\/effortless-customer-engagement.html\" target=\"_blank\" rel=\"noopener noreferrer\">a customer engagement platform<\/a> that integrates with your customer relationship manager (CRM), and you\u2019ll be able to see each customer\u2019s full history when they call, write, or comment on your Facebook page.<\/p>\n<div class=\"box\">SEE HOW THEY DID IT: <a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/pipelinedeals.html\" target=\"_blank\" rel=\"noopener noreferrer\">This CRM company made their customer service more human<\/a>.<\/div>\n<h3>3. Dig into demographics<\/h3>\n<p>The best way to figure out how to talk to your customers across different channels is to know which generations are using those channels most and tailor your messaging accordingly. These are generalizations, but they tend to hold up:<\/p>\n<ul>\n<li>Boomers are more likely to call you or leave a Facebook comment. They might be less likely to have patience for chatbots or other forms of <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/automated-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">automated customer service<\/a>.<\/li>\n<li>Gen Xers might call, but they\u2019re comfortable with email and social, too.<\/li>\n<li>Millennials and Gen Zers would rather put a fork in an outlet than make a phone call. They want self-service options so they can disrupt their day as little as possible.<\/li>\n<\/ul>\n<p>It\u2019s a lot of different channels, we know. And customer service software like RingCentral puts <a href=\"https:\/\/www.ringcentral.com\/engage\/how-it-works.html\" target=\"_blank\" rel=\"noopener noreferrer\">all your communications in one place for better response times<\/a>:<\/p>\n<div class=\"box\">SEE HOW THEY DID IT: <a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/aseracare.html\" target=\"_blank\" rel=\"noopener noreferrer\">This hospice-care company improved service by giving clients what they needed most<\/a>.<\/div>\n<h3>4. Make your customer service more proactive<\/h3>\n<p>One easy way to get out in front of customer service issues is to regularly survey your base. It can be an in-depth <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer survey<\/a> you send out once a year, or a single question at the end of every purchase (\u201cHow likely are you to buy again?\u201d). Or both!<\/p>\n<p>However you decide to reach out to get <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer feedback<\/a>, be consistent with your questions, so you can measure year-over-year changes to your ratings.<\/p>\n<h3>5. Bust up these silos for better collaboration<\/h3>\n<p>Working in a vacuum can put a damper on good communication, which in turn slows down your ability to serve customers. Here are three silos you should work to break down to get everyone on the same page:<b><\/b><\/p>\n<ul>\n<li><b><b>Agent silos. <\/b><\/b>Are your agents marooned on their own island, either physically or technologically on a separate platform from the rest of your team? This can mean customers sitting on hold while they struggle to get answers from other departments. <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-teamwork\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer service teamwork<\/a> can solve that problem.<\/li>\n<li><strong>Tool silos.<\/strong> If agents are using a bunch of <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-apps\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service apps<\/a> on different platforms and they need to toggle between them all the time to solve issues, that slows down efficiency. This means longer wait times and fewer people helped overall, and maybe even the need to shell out for more agents to pick up the slack.<\/li>\n<li><strong>Customer info silos.<\/strong> With many common customer data systems, people\u2019s data is tied to how they enter the support system, locking them into whatever channel they first used. On the surface this might make things feel streamlined, but it hampers any kind of cross-channel sharing of information that can allow, say, the social media team to see a customer\u2019s journey with the company when they leave a message on Instagram.<\/li>\n<\/ul>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>Pro-tip: <\/b><\/div>\n<p><a href=\"https:\/\/www.ringcentral.com\/digital-customer-engagement.html\" target=\"_blank\" rel=\"noopener noreferrer\">Cloud-based communications platforms like RingCentral quickly and easily break down the walls<\/a> between teams, tools, and data by putting everything needed to serve your customers in one convenient app. When everyone is working in the same software to serve customers and share information with each other, it can drastically improve wait times and first call resolution rates for even <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/happy-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">happier customers<\/a>. And every moment matters in the experience economy.<\/p>\n<\/div>\n<p><a name=\"Take our quiz: How Customer Obsessed is Your Small Business?\"><\/a><\/p>\n<h2>Go from customer service-oriented to customer-obsessed<\/h2>\n<p>Rome wasn\u2019t built in a day, and neither is a powerful customer service strategy. <a href=\"https:\/\/netstorage.ringcentral.com\/documents\/quiz_how_customer_obsessed_your_business.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Take the quiz<\/a>, find the areas where you really need to improve by talking to your customers <i>and <\/i>your service team, then set reasonable goals and timelines so you\u2019re sure to succeed.<\/p>\n<p>One major speedbump you can clear up in a snap? Streamlining your communications, both internally and externally. With RingCentral\u2019s customer engagement software, you can respond to customer phone calls, social media comments, emails, and more in one easy-to-navigate platform <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/schedule-a-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Book a demo to see how it works today.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019ll go out on a limb and assume you know the basics of customer service, so let\u2019s do something a little different here. Let\u2019s talk about the master-level skills it takes for a small business to stay competitive today. We\u2019re living in the experience economy, which means service matters most to customers\u2026 yep, even more &#8230;<\/p>\n","protected":false},"author":29,"featured_media":46030,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[743,402,18285,15541],"class_list":["post-42425","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-customer-experience","tag-customer-service","tag-customer-service-oriented","tag-cx"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer service-oriented? Be customer-obsessed instead | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Take the quiz and learn the essential skills you need to become a more customer service-oriented business and improve team collaboration and communication.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-service-oriented\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer service-oriented? 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