{"id":47398,"date":"2021-04-15T10:49:10","date_gmt":"2021-04-15T17:49:10","guid":{"rendered":"\/us\/en\/blog\/?p=47398"},"modified":"2025-03-26T20:02:20","modified_gmt":"2025-03-27T03:02:20","slug":"promoting-a-sales-through-service-culture-in-your-contact-center","status":"publish","type":"post","link":"\/us\/en\/blog\/promoting-a-sales-through-service-culture-in-your-contact-center\/","title":{"rendered":"Promoting a &#8220;sales through service&#8221; culture in your contact center"},"content":{"rendered":"<p>When you think of your inbound contact center, sales aren\u2019t the first thing that comes to mind. After all, you have a sales department for that purpose. Yet, your inbound contact center can actually be a rich source of revenue for your organization.<\/p>\n<p>With a \u201csales through service\u201d culture, your inbound contact center can lead to greater sales opportunities. Read on to learn what a \u201csales through service culture\u201d is, why it matters for your contact center, and how you can foster this type of culture at your contact center.<\/p>\n<h2 class=\"heading h2\">The effect of your contact center culture on customers<\/h2>\n<p>Your contact center is the front line of your company; it\u2019s where your customers turn when they have a question or a problem they can\u2019t solve on their own. If they have a negative <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/exploring-the-customer-centric-contact-center\/\">customer experience<\/a> (the contact center can\u2019t or won\u2019t help them), they won\u2019t continue to buy from your company.<\/p>\n<p>According to <a href=\"https:\/\/www.pwc.com\/us\/en\/advisory-services\/publications\/consumer-intelligence-series\/pwc-consumer-intelligence-series-customer-experience.pdf\">research from PwC<\/a>, one in three customers will leave a brand after just one poor customer experience.<\/p>\n<p>Promoting a culture that supports exceptional customer service, then, is a strong move in the right direction toward promoting brand loyalty and increasing sales.<\/p>\n<hr \/>\n<p>\ud83d\ude03<b>\u00a0 <\/b>\ud83d\ude20<b>\u00a0 <\/b>\ud83d\ude23<b>\u00a0 Your first chance to make a good impression is your only chance to make an impression <\/b>\ud83d\ude03<b>\u00a0 <\/b>\ud83d\ude20<b>\u00a0 <\/b>\ud83d\ude23<\/p>\n<p>1\/3 of your customers will leave after just one <b>bad<\/b> experience! See how RingCentral contact center helped these 6 companies better serve their customers<\/p>\n<div class=\"download-form-widget enterprise-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/ebook\/how-rc-helped-6-companies.pdf\" data-id=\"69d5c80f7247c\" id=\"69d5c80f7247c\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d5c80f7247c.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">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\">How RingCentral helped these 6 companies better serve their customers<\/div>\n<form class=\"download-form ENTERPRISE\" 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=\"enterprise 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=\"enterprise 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 Enterprise\" 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=\"enterprise download form\" data-dl-name=\"Take me to it\">Take me to it<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d5c80f7247c.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\"> Happy reading!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<hr \/>\n<h2>Factors leading to a poor contact center culture<\/h2>\n<p>Several factors that could negatively impact your contact center culture include:<\/p>\n<ul>\n<li aria-level=\"1\">Poor management<\/li>\n<li aria-level=\"1\">Hiring employees who aren\u2019t a good fit<\/li>\n<li aria-level=\"1\"><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/cx-math-engaged-employees-good-tools-better-customer-experiences\/\">Disengaged employees<\/a><\/li>\n<li aria-level=\"1\">Technology that doesn\u2019t meet agent needs<\/li>\n<li aria-level=\"1\">Technology that doesn\u2019t meet customer needs<\/li>\n<\/ul>\n<p>These factors don\u2019t have to remain insurmountable obstacles. You can transform your contact center culture, and that transformation can boost revenue.<\/p>\n<h2>Backbone of a better contact center culture<\/h2>\n<p>A contact center culture designed to deliver customer service excellence has the following characteristics:<\/p>\n<ul>\n<li aria-level=\"1\">It\u2019s <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/exploring-the-customer-centric-contact-center\/\">customer-centric<\/a>.<\/li>\n<li aria-level=\"1\">It\u2019s <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/can-you-build-a-meaningful-culture-in-a-virtual-contact-center\/\">guided by values<\/a> such as responsibility, trust, and customer service excellence.<\/li>\n<li aria-level=\"1\">It\u2019s <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/building-a-collaborative-culture-for-your-contact-center\/\">highly collaborative<\/a>; agents can reach out to their colleagues in and outside of the contact center for assistance.<\/li>\n<li aria-level=\"1\"><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/providing-agents-with-more-autonomy-doesnt-have-to-be-scary\/\">Agents have autonomy<\/a>, which might involve working remotely and being given the tools they need to handle customer concerns at first contact.<\/li>\n<\/ul>\n<div class=\"rc-subscribe\" id=\"new-rc-subscribe\"  style=\"background-image:url('\/us\/en\/blog\/wp-content\/themes\/ringcentral\/assets\/images\/temp\/subscribe.png')\">\n\t\t<button class=\"close js-popup-close\"><svg class=\"icon_close_mobile\" width=\"20\" height=\"20\"><use xlink:href=\"#icon_close_mobile\"><\/use><\/svg><\/button><\/p>\n<div class=\"rc-subscribe__wrapper\">\n<div class=\"rc-subscribe__wrapper_text\">\n<h3 class=\"rc-subscribe__title h2\">Stay informed with RingCentral<\/h3>\n<div class=\"rc-subscribe__subtitle\">Subscribe to our emails for the latest blogs, events, and exclusive content on AI-powered communication solutions. Stay ahead with insights and tips from the leader in trusted AI communications.<\/p>\n<p>\t\t\t\t\t<a href=\"https:\/\/www.ringcentral.com\/legal\/privacy-notice.html\" target=\"_blank\" data-dl-name=\"Privacy Notic\" data-dl-element=\"link\" data-dl-additional-info=\"social\" rel=\"noreferrer noopener\">Privacy Notice<\/a>\n\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"rc-subscribe__wrapper_form\">\n<form class=\"\" data-event-init=\"true\" novalidate data-js-form>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<input\n\t\t\t\t\t\t\t\tname=\"email\"\n\t\t\t\t\t\t\t\tplaceholder=\"Email address *\"\n\t\t\t\t\t\t\t\ttitle=\"Must be valid email. example@yourdomain.com\"\n\t\t\t\t\t\t\t\tminlength=\"4\"\n\t\t\t\t\t\t\t\tmaxlength=\"255\"\n\t\t\t\t\t\t\t\ttype=\"email\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tpattern=\"[a-z0-9._%+\\-]+@[a-z0-9.\\-]+\\.[a-z]{2,}$\"\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\tautocomplete=\"on\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-events-hover=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"email\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"LET'S WORK TOGETHER\"\n\t\t\t\t\t\t\t\taria-label=\"Email address *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"email-subscribe-errors\"\n\t\t\t\t\t\t><br \/>\n\t\t\t\t\t\t<span class=\"field__errors\" id=\"email-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<select\n\t\t\t\t\t\t\t\tname=\"Country__c\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-label=\"Country *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"country-subscribe-errors\"\n\t\t\t\t\t\t><option value=\"\" disabled=\"disabled\" selected=\"selected\">Country<\/option><option value=\"Canada\">Canada<\/option><option value=\"United_States\">United States<\/option><\/select><\/p>\n<p>\t\t\t\t\t\t<span class=\"field__errors\" id=\"country-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<button type=\"submit\" data-event-init=\"true\">Subscribe<\/button>\n\t\t\t\t\t<\/div>\n<\/p><\/form>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"confirm-form\" role=\"status\" aria-live=\"polite\" style=\"display: none;\" aria-hidden=\"true\">\n<div class=\"confirm-form__text\">Thank you for your interest in RingCentral<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<h2>Building a \u201csales through service\u201d culture<\/h2>\n<p>Having a positive contact center culture is the foundation of a \u201c<a href=\"https:\/\/www.icmi.com\/resources\/2021\/driving-revenue-through-contact-center\">sales through service<\/a>\u201d culture. A \u201csales through service\u201d culture is one in which agents identify and leverage opportunities to upsell and cross-sell. The employee must deliver an amazing customer experience for the customer to consider that purchase; otherwise, the customer won\u2019t respond positively to the sales attempt.<\/p>\n<p>We\u2019ll illustrate with an example. Jake calls the contact center because he needs help with the wearable fitness tracker he\u2019s just purchased. He can\u2019t figure out how to get it to record his sleep patterns. An agent reviews the problem with Jake and is able to find a solution quickly.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-47399\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/04\/smiling-man-wearing-a-headset.jpeg\" alt=\"Customer Service agent in an startup office with laptop\" width=\"540\" height=\"360\" \/><\/p>\n<p>During the call, Jake mentions that he\u2019s been having trouble sleeping. The agent realizes that Jake might benefit from the company\u2019s white noise machine; many other customers have given it positive reviews and shared how it helps them sleep at night. After helping Jake, the agent suggests the white noise machine might be a good purchase. Because the agent is able to help Jake quickly, and the agent shows genuine interest in helping Jake, Jake decides to buy the white noise machine.<\/p>\n<h2>How to enable a \u201csales through service\u201d culture at your contact center<\/h2>\n<p>A\u201csales through service\u201d culture rests on the foundation of a strong contact center culture. That, in turn, is powered by the right technology.<\/p>\n<p>The right contact technology facilitates customer service excellence as well as \u201csales through service.\u201d Here\u2019s how:<\/p>\n<ul>\n<li aria-level=\"1\">Customers can connect to the company through their preferred channel.<\/li>\n<li aria-level=\"1\">Agents can connect customers to the right resource at the company.<\/li>\n<li aria-level=\"1\">Companies have greater agility; they can add more agents or shift to a remote work structure easily.<\/li>\n<li aria-level=\"1\">Analytics track agent performance, so managers can provide personalized guidance to boost improvement.<\/li>\n<\/ul>\n<h3>Customers can connect to the company through their preferred channel<\/h3>\n<p>Today, customers are no longer content with call centers, which could only handle incoming calls. They want to reach your company through their preferred channel, be that email, social media, chat, or <a href=\"https:\/\/www.ringcentral.com\/video-call.html\">video call<\/a>.<\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/cloud-contact-center.html\">Cloud contact center<\/a> allows you to offer omnichannel customer service. Research from Forrester shows that companies with the strongest omnichannel customer engagement strategies see a <a href=\"https:\/\/www.adobe.com\/content\/dam\/www\/emea-assets\/cxm-exp-cloud\/total-economic-impact-aec-en.pdf\">10% year-over-year growth<\/a>, a 10% increase in average order value, and a 25% increase in close rates.<\/p>\n<h3>Agents can connect customers to the right resources at the company<\/h3>\n<p>A bad customer experience at your contact center can make customers switch to your competitors \u2013 research from CITE shows that <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/ex-cx-why-theyre-better-together\/\">41% of customers<\/a> stopped using a service or product after they were passed from rep to rep during an interaction.<\/p>\n<p>The right cloud contact center software intelligently routes customers to agents that can help them. Company-wide directories with presence indicators enable agents to reach out to the right resources so they can meet customer needs quickly.<\/p>\n<h3>Companies have greater agility<\/h3>\n<p>The global pandemic forced companies across the globe to shut down their facilities<a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/9-benefits-of-moving-your-contact-center-to-the-cloud\/\">, including contact centers<\/a>. Yet, customers still needed help. Successful, sustainable contact centers shifted to the cloud to continue delivering on-brand customer service excellence.<\/p>\n<p>In addition, one of the benefits of the cloud is that it scales quickly and easily. During the busy season, it\u2019s easy to add more agents from around the world to meet customer demand.<\/p>\n<h3>Analytics track agent performance<\/h3>\n<p>To understand whether an agent offers unparalleled customer service, you need analytics. Analytics give you information on <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-service-kpi\/\">metrics<\/a> such as average handle time, first call resolution, and other important KPIs. With that information, supervisors can guide agents toward better performance.<\/p>\n<div class=\"full-width\">\n<section class=\"show-demo\">\n<div class=\"title\">\n\t\t\tRingCentral\u2019s contact center software helps build a better contact center culture\t\t<\/div>\n<div class=\"flex-container button-container {{ $description ?: 'spacing' }}\">\n<div class=\"flex-container description\">\n<div>\n\t\t\t\t\tRingCentral\u2019s robust, secure contact center software helps build the flexible, agile, collaborative contact center culture that leads to sales through service.\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"button-wrapper\">\n                                            <button onclick=\"window.open('https:\/\/www.ringcentral.com\/view_demo.html', '_blank'); return false;\" class=\"show-demo-button\" data-dl-name=\"show-demo\" data-dl-element=\"button\" data-dl-additional-info=\"show demo button\" data-no-auto-dl=\"true\">Get a Demo<\/button>\n                                    <\/div>\n<\/p><\/div>\n<\/section><\/div>\n","protected":false},"excerpt":{"rendered":"<p>When you think of your inbound contact center, sales aren\u2019t the first thing that comes to mind. After all, you have a sales department for that purpose. Yet, your inbound contact center can actually be a rich source of revenue for your organization. With a \u201csales through service\u201d culture, your inbound contact center can lead &#8230;<\/p>\n","protected":false},"author":29,"featured_media":47430,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,43336],"tags":[380],"class_list":["post-47398","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience","category-sales","tag-sales"],"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>Promoting a &quot;sales through service&quot; culture in your contact center | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"A \u201csales through service\u201d culture boosts your company\u2019s revenue; learn more about how to promote it within your contact center.\" \/>\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\/promoting-a-sales-through-service-culture-in-your-contact-center\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Promoting a &quot;sales through service&quot; 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