Using Customer Service as a Marketing Strategy
Last Updated: November 6, 2020
In this edition of “Notes from the C-Suite Desk,” Jodi offers common sense tips on how to use great customer service to achieve marketing and sales goals.
Notes from the C-Suite Desk with CGO Jodi Gaines
At Replyco, we have an internal Slack channel called “Kudos.” It’s often where we congratulate staff members on a job well done, but we also use it to share positive feedback our customers give to the support team. It’s easily one of the most used channels in the app, and I’m proud to say that the majority of the posts are screenshots from happy customers.
While I’m all for touting the amazingness of our support team, the channel truly serves as a reminder of why customer service is such a critical part of any marketing strategy. Here’s why…
1. Good First Impressions Help Convert New Customers
Support is often the first time a buyer is interacting with your brand, especially during the pre-purchase cycle. If you’re not able to answer a product question quickly and accurately, you may lose that sale and any repeat business.
2. Establishing Trust Keeps Customers
Responding quickly to inquiries also makes customers feel like they’re a priority, especially when there’s a problem. In a recent article highlighting 32 customer service facts and stats, we reported that 49% of customers switch because of bad customer service.
And not responding, or responding too slowly, can certainly qualify as poor service. With a busier than usual holiday rush expected this year, you’re bound to face delivery and product sourcing questions. Be sure to provide timely, honest answers and take responsibility, even when you know you did everything right.
3. Grammar & Messaging Matter
Let’s face it. You spend loads of time and resources generating product descriptions and website content to make sales. The same concept applies to customer service messaging. Inquiry responses should be concise, without containing any spelling or grammatical errors.
I’m as guilty as anyone when it comes to typos and lazy proofreading (our lead content writer will attest to that). That’s why it comes in handy to follow protocols aimed at avoiding mistakes. A few examples include writing out FAQ answers ahead of time, having someone else proof your work and making any templates you create easily accessible to your support team.
4. The Customer Is Always Right
This is more of a mindset rather than a rule. Don’t fight with your customers. Especially in social media settings. Please, please, please don’t do that.
If there is a dispute, no matter who is right or wrong, acknowledge it and take the conversation offline. Buyers read what other customers write. We all know this, but it’s easy to forget in the heat of the moment. Don’t forget.
eCommerce is an exciting space to be in right now that’s growing like crazy. It’s filled with the hardest working people I’ve ever met, and I’m constantly inspired. Remember, we’re always here for you if you have any questions. Keep up the good work, stay safe and kick some a$$ this shopping season. Happy Selling!