How To Turn Customer Service Into a Profit Center

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Hey everyone,

Welcome back for another bite to chew on.

Here's something wild: Last month at Obvi, a customer reached out furious about a delayed shipment. Total disaster, right? Two weeks later, she was posting about us on social media – not about the delay, but about how we turned things around and made her feel valued.

That’s because, after 5+ years of doing this, we know customer service isn't just about fixing problems. It's about turning frustrated customers into advocates and casual buyers into loyal fans. 

Customer service is obviously non-negotiable in DTC. No matter what product you’re selling, or how flawless your website is, CS isn’t optional. Someone, somewhere is going to have a question, a problem, a demand. 

The mistake is to view customer service as a chore or an expense to be minimized. With the right perception and tactics, you can create a kick-ass customer experience that will actually make you money.  

On the Menu:

• The Real Cost of "Budget" Service 

• Mining Support Conversations for Business Gold

• Turning Service Teams Into Sales Engines

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The Real Cost of "Budget" Service 💸

It’s tempting to approach customer service as a necessary evil. Just keep costs low and handle the complaints, right?

Here's the problem → Today's digital shoppers demand instant, clear solutions. 

When they hit that chat button or send an email, they're not thinking about your support budget or staffing challenges. They want answers NOW.

If they have to wait for hours for a chat, days for an email, or have to battle through opaque “policies” that don’t solve their pain point, they are way more likely to seek out a competitor or write your brand off completely. 

We learned this lesson after trying to save money on support. 

Spoiler alert: It backfired.

What actually happens when you go cheap on support:

• Slow response times drive away hot leads

• Generic answers frustrate customers

• Rigid policies create negative reviews

Your brand reputation takes a hit. And lifetime value drops.

But here's what's interesting – when we invested in quality support (via careful hiring, high-end outsourcing, and a comprehensive platform in Gorgias), we started turning problem situations into advocacy moments. 

Like that delayed shipment customer? Our team had the power to:

• Communicate proactively about the delay

• Offer instant solutions

• Add unexpected bonuses

• Follow up personally

The result? 

Not just a saved customer, but someone who now tells others about how much we care.

Mining Support Conversations for Business Gold 🥇

We’ve talked about this before, but it bears repeating. 

Your support team talks to more customers in a day than your executive team does in a month. They're sitting on a goldmine of insights.

Here's what we discovered when we started really listening:

• Common questions reveal gaps in our UX

• Complaints highlight product or website improvement opportunities

• Customer language shows us how to write better ads

• Chat transcripts expose conversion roadblocks

Example: Say we noticed lots of questions about mixing our collagen with coffee. That’s not just a support issue – it’s telling us something about how people actually use our products.

That kind of insight can turn into:

• New product bundles

• Updated website copy

• Fresh ad hooks and angles

• New product development opportunities

The only person who knows what your customer wants more than the customer themselves? Your highly engaged CS agent. '

Turning Service Teams Into Sales Engines 📈

Here's where it gets really interesting. 

You can transform your support team from problem-solvers into revenue generators.

The secret? Empowerment. Give your lead agents the ability to → 

• Create custom bundles on the fly

• Offer personalized solutions

• Use conversational SMS for cart recovery

• Turn product questions into sales opportunities

Think about it - when someone reaches out with a question, they're already interested. They're raising their hand saying "I want to know more." 

These are your hottest leads.

Well-trained support agents can turn these conversations into sales by truly understanding what they want and offering personalized solutions. Sometimes it's as simple as suggesting the right bundle or explaining how different products work together.

We’ve also talked to brands who build incentive structures around CS sales. Things like bonuses, commissions, and prizes for the most sales in a month are all ways you can reward agents and get them excited about closing the deal. 

You can also arm your CS team with modern DTC tools to make this all the more possible:

✅ AI for instant first responses

✅ SMS platforms for cart recovery

✅ Shopify+CS platform store integration 

✅ Custom offer builders

✅ Real-time inventory visibility

What we've found is that support-driven sales often result in higher satisfaction rates because customers get exactly what they need, explained clearly, with any concerns addressed upfront.

Sum it up 📑

Great customer service isn't cheap – but bad service costs way more.

The key is to NOT think of it as frontline triage.

Instead, your support team can be:

✓ Your best salespeople

✓ Your market research team

✓ Your brand advocates

✓ Your product development catalyst

The key is giving them the right tools, training, and authority to make it happen.

PS - Are you interested in working with us on content, sponsorships, or something else? Reply to this email with “working with COT” or fill out this form.

All the best,

Ron and Ash