Let’s talk about customer service. More specifically, let’s talk about the relationship between customer service and your companies digital marketing campaigns. The lynchpin of any business is its customer. Happy customers, happy business. Easy. So how can your customer service team benefit your digital marketing campaigns?
Online Communication With Customers
Give a trusted member of the customer service team access to your social media channels. A good social media strategy will engage existing and potential new customers in a conversation online. A GREAT social media strategy will converse with every one of those potential customers and their queries. Whether its praise, complaints or general questions, these potential customers have taken the time to open a dialogue with your business and expect a response. Who is best qualified to respond to these queries? Your customer service team. Especially if a customer has a query about an order.
Invaluable Knowledge About Your Target Market
Gaining as much information about a target market is an important part of any marketing strategy. Often, the key to finding new customers is held by your existing customer base, and who could possibly know them any better than the team of staff speaking with them all day? Involving a customer service team in discussions about your target market and the audience can add huge value to your digital marketing campaigns.
Turning Queries Into Conversions
It’s more than likely that during a digital marketing campaign the objective is to drive customers to a website to either directly purchase a product or to fill in a contact form. There are a few things at this point that could impact their decision to buy, from web design to price points and being able to speak to a real person who could help them with their decision. How your customer service team deal with a lead from your campaign can directly impact your results. So make sure you include the team in the conversation and you can all revel in your success together!
Campaign Feedback
Have you noticed your unsubscribe rate creep up? Or a voucher code with a meaty discount isn’t being used at all? Customer services will almost always have the answer you’ve been looking for. It’s worth a quick debrief to gain some real customer feedback rather than stabbing at possibilities in the dark. Knowledge is power. Use the feedback to improve your next campaign and before you know it, your results will improve.
UX Feedback
We often see businesses using their websites quickly and efficiently, but the customer is getting lost all the time. If your customer service team is taking calls to explain how to use the website, you NEED to review your site’s usability. If you make any changes to your website, ask your customer service team to make notes if a customer gives them feedback or to jot down how many people are calling up with a problem. Reviewing this list and listening to customer feedback can give you valuable insight into your high bounce rate or abandoned cart figures you can’t seem to improve. This practice can also let you know which pages of your website you have nailed! #Winning
Aligning customer service, digital marketing & sales teams can be the difference between success and stress. Communication within departments is never a bad thing and we think you’ll be pleasantly surprised at the difference it could make to your digital marketing campaigns.
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