Feb 18, 2025
Hugo Walker
In most food manufacturing businesses, customer service teams are often confined to a narrow role — handling data entry and processing orders via phone, email… or even fax! While these tasks are essential, they limit the potential contributions of valuable individuals.
Yet, the impact of customer service extends far beyond order processing. According to Deloitte, companies with a customer-centric culture are 60% more profitable than those without. A Zendesk report found that 73% of business leaders see a direct link between their customer service and business performance. And it’s not just about customers — employee experience matters too. Forrester reports that companies with the most engaged employees see 81% higher customer satisfaction and half the turnover of competitors.
Supporting your customer service team means more than just keeping things running — it means equipping them with the tools and processes they need to excel. By leveraging automation and other technologies to handle routine tasks, your business can unlock £100,000s in value by redeploying customer service staff into more strategic roles.
Here are 10 valuable tasks your team can tackle when freed from data entry and order processing duties.
1. Enhancing Customer Relationships and Retention
Your customer service team is on the front lines of communication with your customers. When they have more time, they can focus on building stronger relationships. This can include personalised follow-ups; checking in on customer satisfaction and proactively addressing potential issues. These efforts can significantly enhance customer loyalty and retention, which is critical for long-term business success.
2. Market Research and Competitive Analysis
Employees who work in customer service have a wealth of insight from their daily interactions with customers. They can use this knowledge to conduct market research and competitive analysis. Understanding your customer preferences, pain points and emerging trends can provide valuable data that could inform product development, marketing strategy and overall business planning.
3. Product and Service Improvements
Feedback is a goldmine for continuous improvement. Your customer service team can systematically gather and analyse customer feedback to identify areas for product and service enhancements. By closely collaborating with your NPD and quality assurance teams, they can help ensure that the products meet or exceed customer expectations, ultimately driving higher satisfaction and loyalty.
4. Process Optimisation
Freed from repetitive tasks, your customer service staff can focus on optimising internal processes. They can work on streamlining order fulfilment, improving response times and ensuring that communication channels are efficient and effective. This can lead to increased operational efficiency and a better overall customer experience.
5. Sales and Upselling
If you have an online ordering portal, your customer service representatives can go beyond just processing orders — they can actively drive revenue. Since they have the most direct contact with customers, they’re well-positioned to identify upselling and cross-selling opportunities. With real-time access to order history and purchasing patterns, they can proactively suggest relevant products or promotions, helping customers discover items they might have otherwise overlooked. This not only enhances the customer experience but also boosts your bottom line.
6. Training and Development
With valuable time saved doing manual data entry, your customer service employees can engage in continuous learning and professional development. This can include training on new products, customer service techniques and industry best practices. A well-trained team is more confident, efficient, and capable of delivering exceptional service.
7. Crisis Management
Depending on the size of your business, there’s a strong chance your customer service team plays a crucial role in crises, such as product recalls or supply chain disruptions. They can manage communications, provide timely updates to customers and help mitigate the impact of the crisis on customer satisfaction and brand reputation. Their ability to respond swiftly and effectively can make a significant difference in maintaining customer trust.
8. Community Engagement and Brand Advocacy
Customer service teams can also be valuable assets in building community engagement and acting as brand advocates. They can participate in and organise community events, manage social media interactions and create content that fosters a sense of community around the brand. This helps in building a loyal customer base and a positive brand image — crucial for standing out in a crowded food manufacturing market.
9. Data Analysis and Reporting
By analysing customer order patterns, feedback and purchasing trends, your customer service team can generate valuable reports that drive smarter decision-making across the business. With access to an online ordering portal, your employees can transform raw data into strategic insights, helping to enhance customer satisfaction, streamline operations and stay ahead of competitors.
10. Collaboration and Cross-Functional Projects
Finally, customer service teams can contribute to cross-functional projects. Their unique perspective can provide valuable insights for marketing, product development, supply chain management and other critical areas. Collaboration across departments can lead to innovative solutions and a more cohesive strategy across your business.
Greater Efficiency, Innovation and Growth
In the competitive world of food manufacturing, unlocking the full potential of your customer service team can give your business a powerful advantage. By freeing them from routine data entry and order processing, you can create opportunities for greater efficiency, innovation and growth.
Investing in their development and capabilities doesn’t just enhance customer satisfaction — it strengthens your business for the long term, driving both success and sustainability. More importantly, it re-energises your team, giving them the tools and confidence to add real value. When your people thrive, so does your business — a true win-win.
Mezze’s Amazon-like ordering and automation platform helps leading food manufacturers like Samworth Brothers streamline customer ordering; reducing manual processes and unlocking valuable time for customer service teams to focus on strategic initiatives.
If you'd like to discuss how your food manufacturing business could optimise resources and boost revenue, contact us today.
