Marketing is Customer Service
I did some marketing, now I’m done.
Maybe you’ve said that or felt it. I hear this from business leaders all the time.
Would you ever say, “I did some customer service, now I’m done?”
You probably wouldn’t say that, because customer service is critical to sales, new business, and retention. Marketing is customer service, here’s why.
Customers expect to engage with your business online:
· To Learn
According to the Ecommerce Foundation, 88% of buyers research online prior to making a purchase. You have an incredible opportunity to educate potential customers using social media and your website.
· To Complain
Customers use social media to tell you about a poor experience and ask for help resolving it. Answering questions and responding to reviews quickly and professionally gives you a chance to retain and strengthen customer relationships.
Note:Gather Up research reports nearly 74% of customers will continue doing business with a company who resolves their complaint.
· To Purchase, or Schedule
Simplifying the sales process for customers can help you stand out from your competition. Consider providing online methods to schedule and purchase, and promote these options through email, social media, and your website.
· Post-Sale
Online invoices, warranty information, and next-step products and services, are tools you can use to connect with customers post-sale, answer questions, and increase revenue.
These examples highlight a few ways customer service and marketing-together-fuel customer experience, customer service, and revenue.
Try this strategy to help you better integrate sales, service, and marketing priorities.
Map your sales and customer service connection points, how do customers:
· become aware of your products/services
· learn more about benefits/features
· compare your offerings to others
· purchase
· review/refer
· purchase again
For each connection point list the marketing and digital tools that support the process and consider how budget is allocated to each step. This information will help you prioritize marketing investments based on sales and other goals.
Don’t stop marketing!
