Interview CS team to find CRO opportunities

Business Benefits

Identify opportunities for improvement and testing.

Schedule a meeting with your customer service team to ask questions about their process.

Depending on the CS team size and your preferences, this could be a meeting with everybody or individually. Explain that the purpose of the meeting is to identify conversion rate optimization (CRO) opportunities. Take notes or record the meeting.

Ask the CS team to tell you about their typical workday.

In their answers, listen for:

  • The breakdown of their daily priorities: for example, do they spend most of their time answering customer service calls, live chatting with customers through the website, or answering CS questions on social media?
  • Their most common method of communication with customers.
  • How they communicate with team members.
  • Areas that they struggle with throughout their day.
  • How they record customer conversations.

Ask your CS team to break down the requests, issues, and pain points most frequently brought up by customers.

Ask questions like:

  • Which product leads to the most questions?
  • Which content type - for example, emails, videos, or social media posts - leads to the most questions?
  • What are the most common complaints or requests about the website?
  • What part of the website do customers have the most trouble locating?
  • How many complaints do you hear daily?

Ask where customers look for answers, where the CS team directs them to look, and what resources the CS team uses to find answers.

Gain a better understanding of what pieces of content are most and least useful for your customers and your CS team. Ask:

  • What is stopping customers from finding answers to their questions?
  • Is there a webpage, blog post, or other piece of content that you often have to point them to, or does that content not yet exist?

Ask about what the customer onboarding experience looks like from their perspective and areas they think could be improved.

Ask questions like:

  • What strategies do you use for customer onboarding from the CS team - for example, welcome emails, sending product documentation, or live consultations?
  • What do you think can be improved about customer onboarding?
  • Is there anything missing from our onboarding process that customers have requested?
  • Is there a type of content missing that would be useful to customers?
  • What is the biggest onboarding challenge?

Ask about their role in the customer feedback loop, including how they gather feedback, prioritize actions, and follow up.

Customer feedback is important to CRO because satisfied customers can become brand advocates while dissatisfied customers run the risk of not returning or telling other people not to use your brand. Customer feedback is also essential to improving your products, services, and learning how to better reach your target audience.

Ask them:

  • To map out their customer feedback loop, including how they: gather feedback, analyze and prioritize feedback, take action, and follow up with customers.
  • What tools do you use to receive customer feedback, like email surveys, website popups, post-chat forms, or rating tools?
  • Where do you record feedback for internal use?
  • What feedback tool gets the highest response rate? Which has the lowest?
  • What are the most common pieces of feedback, both positive and negative, that you hear?
  • How often do you follow up?

Ask about missed conversion opportunities, including missed places for calls to action or strategies that need improvement.

For example, ask:

  • Have they noticed any places that are missing a CTA?
  • Where do most leads turn into customers?
  • What part of the process prevents leads from turning into customers?
  • Where do customers get confused on the website?
  • What communication channel do you think customers use the most?
  • What should the marketing team improve on to better reach our customers?
  • How can we get more customer feedback, and how can we address the feedback better?

Discuss ways that your teams could communicate better to work towards the goal of improving conversions.

Here are some ways to improve interdepartmental communication when working towards the same goal:

  • Create a call log for the CS team to record basic notes about customer service exchanges that the marketing and sales teams can also access.
  • Start an interdepartmental group chat on Slack or another messaging app.
  • Add custom fields to your CRM to leave notes on leads or customers so that different teams will be able to better reach customers.
  • Schedule a monthly meeting to discuss progress towards CRO goals.

Create a list of CRO opportunities with experimentation ideas based on the interview answers.

For example, if your CS team said that customers have trouble finding product tutorials, experiment with different CTA placements, or if you don’t have tutorials, create video tutorials for your YouTube channel and website. If customers rarely leave reviews, experiment with ways to deliver a call to action to write a review, like through a triggered email after they receive their product or by improving the placement of the CTA on your website.