Can customer service help a company increase market share? Well, if relying upon market information to gain a competitive advantage is part of growing a company’s share of its market, then yes, a company’s customer service can play a vital role. The mechanism that improves customer service is a customer service SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. So, what are the steps to benefiting from this unique adoption of the SWOT analysis?
The idea behind the customer service SWOT analysis is to use market information about how customers see the company’s customer service abilities. It’s about assessing how the market and its customers view the company’s strengths & weaknesses in customer service, and what opportunities and threats are present that could help, or hinder, a company’s attempt to increase market share. Every market provides essential information on what customer service approaches to adopt. The key is to listen to what these customers, and the market itself, are saying.
Using a SWOT analysis is pretty straightforward. The simplest approach is to take a grid and divide it into four quadrants. Name each quadrant a different portion of the SWOT analysis with one for strengths, one for weaknesses, and so on. Focus on how the market views the company’s service strengths, or lack thereof. Unhappy customers means the company loses out on customer loyalty and market share. Happy customers means the company is doing a better job of customer retention and growing its market share. Therefore, approach the analysis from the customers’ view of the company’s service abilities. The questions should be centered around those changes that must be made in order to improve the company’s service capabilities.