20 May Why Your Marketing Strategy Begins with Customer Service
In today’s world, we are in a highly competitive business environment where customer service is the practice that should be top of mind for every employee at every company. Regardless of position, if you don’t cultivate a customer-first mindset, you’re leaving your organization to potentially leave a bunch of money on the table, which is not fun.
The primary goal of a customer service team is to retain current customers by keeping them happy. Providing excellent customer service isn’t just a matter of answering customers’ questions and solving their problems. It should also be a key part of an organization’s marketing strategy.
Stop Common Service Blunders Before They Begin
It is easy for a startup or small business to set standard customer service guarantees and expectations, then stumble over finding enough hours in the day to deliver. Luckily, many elements of excellent customer service can be automated or outsourced, which can ease the burden on the business and help customers feel valued and appreciated.
Another issue facing many organizations is a misunderstanding of what customer service means in the modern world. Today’s myriad of communications channels require constant supervision, which can quickly lead to input overload for a support team. Subsequently, this can lead one support representative to potentially pass the problem along to another employee, accomplishing nothing. Transferring customer service issues between support reps is a huge consumer complaint. Ignoring this factor becomes a reason for buyers to consider giving the competition a shot.
Fortunately, implimenting common branding principles and practices can help. When businesses treat their customer service efforts like a marketing strategy, they will then see a difference in overall client satisfaction.
Turning Customer Service into a Marketing Strategy
One of the key points of a quality marketing strategy is the focus on attracting and nurturing prospects, then converting them into customers. Customer service is an extension of that process. However, the odds of moving a lead to buyer status can be as low as 5 percent. Every marketer knows that a bad company reputation can hinder even the best marketing campaign. Being able to successfully guide the customer journey reduces the likelihood of negative reviews, and can boost organic referrals, and increase the likelihood of effective lead generation.
Every touchpoint an employee has with a customer is a marketing opportunity. It doesn’t matter what kind. It is easy to unlock the potential for you to turn a negative brand situation into a positive one. It just takes knowing how to maximize those interactions.
Helping Customers Self Serve
Much of customer service lends itself to automation, and automating tasks is a win for both employees and customers. One of the most common scenarios customer support teams face is educating customers on how to use a product. Teams can create programs with automation, that provide training sessions over time instead of the lengthier process of training customers over the phone or in person.
Customer Nurturing with Automation
Many marketers are already leveraging automation to boost their team’s productivity. Try applying those same automation principles to your support strategy. While customer service professionals know the value of regular check-ins with clients, they may not have time to make personalized phone calls. After setting up standardized email templates, marketers can easily help their customer service colleagues automate communications for many support situations. Automated platforms can show customer open rates and keep a log of interactions that will help facilitate personalized contact in the future.
Chatbots To Help with Customer Service
Most people who live on their devices are open to messaging with brands using apps and chatbots. This technology can be a great combination for both customers and marketers. Chatbots allows consumers to not only get immediate answers to their questions, but it also gather data regarding frequently asked questions and concerns. An automated chat system reduces the amount of time customer support needs to spend dealing with simple tasks, allowing them to focus on bigger customer experience issues.
Why not give your customer support operation a chance to thrive with a boost from marketing best practices? The health of a modern support operation depends upon a deeper understanding of not only customers’ expectations, but also the processes that nurture them from hesitant buyers into proud brand advocates.