Article | 5 min read

12 big reasons customer service training matters

By Erin Hueffner, Content marketing manager

Published March 12, 2020
Last updated June 10, 2020

Want a great way to lower your customer satisfaction? Ignore your customer service team. Customer expectations have never been higher, and they want answers faster, on the channel of their choice. Your team is made up of people with varying degrees of knowledge and experience—a novice could unknowingly say the wrong thing and end up making an irate customer even more upset. A veteran employee trying to navigate new CRM software on the fly won’t have much chance of success, either. If your staff are unhappy, it will start to show up in their performance.

You know how hard it is to make time for a training programme when you’re trying to keep up with customer demands, yet it’s critical to your company’s health. Here are the key benefits and techniques of customer service training.

Top benefits of customer service training

When everyone’s working at full speed to make numbers, it can seem impossible to take time out for training. But when companies invest in their customer support staff, it can really pay off.

1. Leading teams are going omnichannel.

High performing customer service teams are more than twice as likely to be taking an omnichannel approach, according to the Zendesk Customer Experience Trends Report 2020. They choose traditional support channels like phone and email while adding emerging channels like proprietary in-app messaging, Facebook Messenger, social media and SMS.

2. Higher job satisfaction = higher customer satisfaction.

Great teams put both time and money into their agents, in terms of offering the right tools and training. And when you invest in their careers, your staff are more likely to feel satisfaction in their jobs. Because seasoned agents can provide better service, their CSAT scores rate higher for each year they remain on the same customer service team. “I’m always laying the seeds for future efficiency, whether that’s writing documentation or pulling people off the floor for training,” says Jonathan Brummel, senior manager of premier support engineering at Zendesk. “I think if you skip the training component, you compromise your agent engagement, because they’re going to get bored or burnt out.”

3. Most companies are not living up to customer expectations.

The fact is, most CX teams aren’t offering channels beyond phone and email. But today’s customers—especially Millennials and Gen Z—say they like contacting customer service over the channels they already use to talk to friends and family. What’s more, they are still not planning to add those channels. And because customers who have poor experiences often use social media to voice their complaints, companies are missing opportunities to set things right.

4. In-depth product knowledge.

This one might seem obvious—your team needs to know your products inside and out to provide a great customer experience. They won’t have time to go hunting for answers when they’re on the phone with an angry customer. Beyond that, training helps your team speed up resolution times and provide personalised service.

5. Builds customer loyalty.

As competition heats up, one thing is sure: customer loyalty can help drive the success of a business. According to the Zendesk Brand Loyalty Survey, 40% of customers say a company can earn their loyalty when it exceeds their expectations in resolving an issue. Not only that, but 72% of people say they value customer service over price. Great customer service can give your company a competitive advantage, more loyal customers and better customer retention rates.

customer service training 

Customer service training tips

Here are some best practices for implementing a successful training programme to keep up with the trends and help your team develop vital communication skills.

6. Teach social media support.

Train your staff how to respond (or how not to respond) in live channels like social media. Because customers turn to social media for a speedy response, the skills required to provide great customer service on this channel are usually a little more advanced.

7. Use your knowledge base.

63% of customers say they almost always start with a search on the company’s website when they have an issue. Your knowledge base can be a powerful tool for helping your new staffers get up to speed.

8. Leverage your top staff.

Give your more seasoned agents the opportunity to train the newer hires. Consider setting up time for them to work together for a hands-on learning opportunity, or set up a more robust programme for group teaching. Of course, you’d need to budget time for your seasoned reps to develop and deliver that training, too.

9. Make it a performance goal.

Once you have a training programme, bake it into your team’s success metrics. By creating professional goals for training, you’re also setting the expectation that it actually happens.

Customer service skills all agents should know

You know customer service is much more than answering emails. It takes the ability to “read” a customer’s emotional cues, manage a flood of help tickets, and keep cool when things get heated. Here are some of the top things to look for in your customer service representatives:

10. Emotional intelligence.

This is the ability to recognise our own emotions and those of others, and to use that emotional information to guide our behaviour. Can they demonstrate empathy under pressure from angry customers? There are some skills associated with phone support, such as friendliness, that cross all channels. This is an opportunity to engage an expert instructor for your team.

11. Active listening.

When customers are frustrated, they might not be able to hear what you have to say (even if it’s the right solution). Listen to them first and help them calm down before jumping in to solve their problems. The ability to show empathy is vital in customer service.

12. Digital tone.

It’s hard to convey tone in text, email or social media–especially since the responses are often quick, which can come across as terse. A good guideline is to be kind and informative. It can take practice to get this right, but patience is a critical communication skill when it comes to customer support.

The reason to invest in your customer service team is clear: if you want happy customers, you need happy employees. When you value your team and work to grow their skills, their job satisfaction goes up—and that comes across in how well they serve your customers.

To find out more about the business impact of customer service, download our customer service solution guide.