75% of marketers using social media identify customer service as a primary use of their social media platform.
Marketers understand their customers well. They identify leads, nurture them and bring them down through the sales funnel. But, the objective is not just to sell the product or service; they need to generate positive customer engagement by turning first-time customers into long-term buyers. To increase customer retention, marketers need to provide great customer service keeping the customer needs as the first priority.
Why do marketers need customer service?
Customer-centric marketing is a whole lot more than understanding an ideal customer profile. Organizations need to deliver a consistent and identifiable quality of service for an improved customer experience. So, to achieve these objectives, marketers need to have:
- Better understanding of customers: Customer experience can make or break a brand. Organizations need to have a deep customer insight and personalized engagement in order to deliver a relevant experience at every step of the customer journey.
- Enhanced customer experience: Customers contact support to get the solution of the challenges they are facing. Marketers can use this knowledge to draft new insights for future marketing efforts and tailor existing offers to meet customer needs.
- Better Content Creation Ideas: Customers constantly communicate with customer service agents, tell them about their problems, interests, and needs, which makes support teams an untapped goldmine of viable content ideas. This helps marketers to add real-life customer examples and success stories in their marketing content.
How can marketers provide excellent customer service?
Marketers need to team up with customer service agents to enhance their customer experience and safeguard their brand image. So, to manage customer issues more efficiently, marketers need to:
- Provide unique customer experience: Customers are very sensitive. Making them feel important and appreciated will create a good feeling and trust towards the organization. An organization needs to make them understand their ability to deliver what customers are looking for and fulfill their needs.
- Know the customer base: Paying attention to customer details, allowing businesses to connect with customers on a more personal level will help an organization to serve them better.
- Think long term: Organizations need to give more than expected to maintain a long-term engagement with their customers. They need to ask themselves:
What can they give customers that they cannot get elsewhere?
What can they do to follow-up and thank people even when they don’t buy?
What can they give customers that is totally unexpected? - Offer seamless experience: Customers interact with organizations through more channels and in more places than ever before. Organizations need to provide a consistent experience through every single channel, whether it’s in the store, on the web, or through social media.
It may be difficult for marketers to find the time and/or the resources to apply marketing to their customer service organization. But Salesforce Services can help them produce results that outperform customer acquisition campaigns. This is because Salesforce provides solutions across all business functions – IT, Support, Marketing, Sales, CRM, Analytics, and a lot more – by also integrating these functions together.
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