How to Build a Customer Service Team from scratch: A Step-by-Step Guide for Success in 2024

Building a customer service team from scratch is like putting together the pieces of a puzzle. Each piece plays a critical role in creating a team that not only meets but exceeds customer expectations. Whether you’re leading a contact centre, a service centre, or any other customer-focused department, this guide will walk you through the key steps in building a team that delivers outstanding service. From deciding how many people you need to hiring the right individuals, we’ll cover it all in an easy-to-understand way.

1. Forecasting the Number of People You’ll Need

The first step in building your customer service team is figuring out how many people you’ll need. This isn’t just about guessing a number—it’s about making informed decisions based on the type of support you plan to offer.

• Understand Your Customer Needs: Start by thinking about how many customers you expect to serve and what kind of support they’ll need. Will they mostly be calling you, or do they prefer emails, live chat, or WhatsApp? The type of support you offer will directly impact the number of staff you need.

• Look at Peak Times: Consider when your customers are most likely to reach out. If you’re running a retail business, you might get a lot of calls during lunch hours or on weekends. For a service centre, it might be weekdays. Understanding these peaks will help you determine how many people you need to handle the busiest times.

• Consider the Complexity: If your product or service is complicated, customers might need more help, which means longer conversations and more staff. On the other hand, if your service is straightforward, you might need fewer people.

2. Deciding on the Type of Support

Once you have an idea of the number of people you need, it’s time to think about the type of support you’ll offer.

• Phone Support: If your customers prefer to call, you’ll need a team that’s great at talking on the phone, handling queries quickly, and resolving issues effectively.

• Email Support: Email support requires strong writing skills and attention to detail. It’s often slower than phone support but allows for more thoughtful responses.

• Live Chat and WhatsApp: These methods are becoming increasingly popular because they offer real-time support. If you choose this route, your team will need to be quick on their feet and capable of managing multiple conversations at once.

3. Ancillary Functions: More Than Just Customer Service Reps

A successful customer service team isn’t just about the frontline staff who handle customer queries. There are other key roles that you need to consider:

• Team Leaders: Every team needs a leader. A team leader will be responsible for guiding the team, offering support, and ensuring that everyone meets their targets.

• Quality Control: This role is all about maintaining high standards. A quality control officer will listen to calls, review emails, and ensure that your team is delivering the best possible service.

• Compliance: In industries where there are strict regulations, a compliance officer ensures that your team adheres to all the necessary rules. This is crucial in sectors like finance and healthcare.

• Complaint Handlers: Sometimes, things go wrong. When they do, you need a team of skilled complaint handlers who can turn a bad experience into a positive one.

4. Building a Team: Skilled vs. Flexible

When it comes to hiring, you have two main options:

• A Smaller, Highly Skilled Team: This option is more expensive because you’re hiring experts who can handle complex issues. However, it’s often worth the investment because these individuals can resolve problems quickly and efficiently.

• A Larger, Flexible Team: This option might involve hiring more people with a broader range of skills. While this can be more cost-effective, it requires more training and management to ensure everyone performs at their best.

Consider what’s most important for your business—expertise or flexibility—and plan your team accordingly.

5. Determining Operating Hours

Your operating hours should align with your customers’ needs. Here are a few things to consider:

• When Are Your Customers Active?: If your customers are global, you may need to offer 24/7 support. However, if you’re dealing with a local market, business hours might suffice.

• How ‘On-Demand’ Do You Want to Be?: If immediate support is critical to your customer experience, longer hours or even 24/7 support might be necessary. If your product or service is less time-sensitive, you might be able to operate during standard business hours.

• Flexibility: Offering flexible hours, like evening or weekend support, can be a great way to stand out from competitors who only operate during traditional hours.

6. Hiring the Right People

Now that you know what you need, it’s time to find the right people.

• Office-Based, Part-Remote, or Fully Remote?: Deciding where your team will work is crucial. An office-based team allows for easier management and training. A part-remote team offers flexibility while maintaining some in-office presence. A fully remote team gives you access to a wider talent pool but requires robust systems for communication and management.

• Casting Your Net: Depending on whether you’re office-based or remote, you’ll need to adjust your recruitment strategy. For office-based teams, focus on local talent. For remote teams, you can broaden your search nationally or even globally.

• Skills to Look For: Regardless of the setting, certain skills are essential in customer service. Look for candidates who are good communicators, problem solvers, and empathetic listeners. For remote workers, self-discipline and time management are also critical.

7. Aligning with Your Customer Promise and Philosophy

Your customer service team should embody your company’s customer promise and philosophy. This means hiring people who share your values and understand what your business stands for.

• What’s Your Customer Promise?: This is the commitment you make to your customers. It could be about delivering fast responses, offering empathetic support, or ensuring high-quality solutions. Whatever it is, make sure your team can deliver on this promise.

• Training: Once your team is hired, provide training that aligns with your customer service philosophy. This could include role-playing scenarios, customer interaction training, and product knowledge sessions.

• Monitoring and Feedback: Regularly monitor your team’s performance and provide feedback to ensure they are living up to your customer promise. This will help you maintain high standards and continually improve your service.

8. Additional Considerations

As you build your team, there are a few more things to think about:

• Technology and Tools: Ensure your team has the right tools to do their job effectively. This could include customer relationship management (CRM) software, helpdesk systems, and communication platforms.

• Onboarding and Ongoing Training: A thorough onboarding process sets the tone for new employees. Offer continuous training to keep your team updated on new products, services, and customer service techniques.

• Employee Wellbeing: Customer service can be a demanding job. Supporting your team’s wellbeing through regular breaks, a positive work environment, and mental health resources can improve job satisfaction and reduce turnover.

• Measuring Success: Set clear goals and metrics for your team, such as customer satisfaction scores, response times, and resolution rates. Regularly review these metrics to assess performance and identify areas for improvement.

9. In Summary

Building a customer service team from scratch is a complex task, but it’s also an exciting opportunity to shape the future of your company’s customer experience. By carefully forecasting your needs, deciding on the type of support, hiring the right people, and aligning your team with your customer promise, you’ll be well on your way to creating a team that not only meets but exceeds customer expectations. Remember, the key to success lies in planning, flexibility, and a commitment to continuous improvement. With these steps in mind, you’ll be able to build a customer service team that truly stands out.