Take Note of Customer Service
I previously worked for an organization that was really effective at communicating with its clients. They had a simple but effective email marketing plan and were diligent about returning emails and phone calls. They focused on two social media channels and posted relevant content consistently a couple times a week. Their strategy wasn’t extremely robust, complex, or overly technical, but it worked! I often heard from clients that they chose this organization over competitors because of the excellent communication and service.
What does customer service have to do with marketing? Keep this in mind: The experience that customers have with your product or service is your brand - it’s far more than an eye-catching logo or a high-dollar advertising profile. Customer experiences add up to how customers feel and what they say to other people about your business. And word-of-mouth advertising, whether it’s in person or online, is one of the most powerful ways to acquire new business or retain current clients. In fact, research suggests that it costs up to seven times more to acquire a new customer than to retain a current one.
There are so many simple ways to align customer service with your marketing strategy. An easy place to start is with basic business communication etiquette: Answer your phone, and return phone calls and emails! If you have a brick and mortar, greet everyone who enters your store and thoughtfully engage them while they shop. And I love this gesture: A handwritten note goes a long way in making a lasting, positive impression.
Customer service is one of my favorite topics in marketing strategy. If you need ideas on how to improve your customer experience, or you’d like an audit of how you’re doing, I’m here to help.
Find a link to the next post below.
