Customer acquisition cost (CAC) is one of the most important metrics for companies seeking to grow efficiently. In an increasingly competitive market, tracking this indicator is essential to better understand the financial health of the business.
In this article, you will discover why CAC is so relevant and how adopting certain customer service strategies can help you reduce acquisition costs, optimize your processes, and improve results.
What is customer acquisition cost (CAC)?
CAC, short for customer acquisition cost, is a metric that indicates how much a company invests, on average, to acquire a new customer. It considers expenses such as paid media, tools used, staff, commissions, and other expenses related to the acquisition process.
To calculate CAC, you need to add up the investments made in marketing and sales and divide by the number of new customers acquired in the same period. For example: a company invested R$ 40,000 and acquired 80 customers, meaning its CAC is R$ 500.
Why is CAC such an important metric for business growth?
This metric is fundamental because it shows how much the company needs to invest to win each new customer. More than just a number, it helps identify whether the resources invested in marketing and sales are being used efficiently and whether business growth is sustainable.
In addition, CAC is an essential metric for guiding strategic decisions, allowing for more accurate definition of investments in marketing, sales, and acquisition channels.
What is the relationship between customer service and CAC?
Contrary to what many may think, customer service directly impacts a company’s acquisition cost. Fast, efficient, and personalized service increases the likelihood of conversion, strengthens consumer confidence, and reduces dropouts during the purchase journey, positively impacting CAC.
And it doesn’t stop there: quality service contributes to customer loyalty and makes customers more likely to recommend your product or service to people close to them, reducing the need for high marketing investments.
Customer service strategies to reduce customer acquisition cost (CAC)
Adopting efficient and well-structured strategies is essential to ensure that each interaction with your customer service team generates more value and increases conversion rates.
With that in mind, we have put together some tips to help you optimize this process and achieve better results. Check them out:
1. Provide real-time customer service
The first step to ensuring a good experience is to respond quickly to your customers’ questions and demands, and this can only be done by offering real-time service. This strategy helps prevent them from abandoning a purchase due to lack of support or questions about the product.
2. Personalize service with data
With JivoChat, your team can access real-time customer information, such as pages visited, traffic source, and specific interests, to offer personalized service with more accurate and relevant solutions, increasing satisfaction and the chance of conversion.
3. Integrate marketing, sales, and customer service teams
JivoChat CRM centralizes all customer interactions, from the first message to the final sale. With it, your team can track opportunities, organize contacts, follow up on negotiations, and analyze performance reports.
This integration allows your marketing, sales, and customer service teams to work in alignment, reducing rework, ensuring that no opportunities are lost, and making each interaction more effective.
4. Use chatbots and automation
To further increase service efficiency and reduce CAC, a great strategy is to use chatbots such as Jivo. With it, you can automate simple requests, automatically qualify leads, collect contact information, answer questions, and transfer mature leads directly to the sales team.
In addition, our chatbots work 24/7, ensuring that none of your website visitors are left without service, even outside business hours.
5. Increase resolution on first contact
Nowadays, solving problems on first contact is essential for any company seeking to reduce costs and improve customer experience. Therefore, train your team and provide them with all the necessary tools to make this possible.
Have you learned how to reduce CAC using customer service strategies?
We hope our guide has helped you understand the importance of CAC and how efficient customer service can directly impact customer acquisition. Put these strategies into practice to optimize your results, reduce costs, and consistently build customer loyalty.