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| Digital Marketing - Future of Customer Service |
Imagine relaxing with your favorite
Netflix show after a long day when, suddenly, your internet connection goes
down. In place of your show are a spinning wheel and black screen. You reach
for your cell phone and ask Google about your connection loss. Google
recommends your provider’s help page, and on this page, you are greeted with a
site that is not optimized for mobile and content that does not answer your
question. Frustrated, you look for a customer service number to dial instead.
This scenario, and many others like it,
offers tremendous opportunity for improvement. Creating a positive and easy
customer service experience promotes a happier, more loyal customer — and using digital marketing tips and
tools can help. Creating content for the customer, developing a content
strategy and testing and optimizing are key digital marketing
tools that can help you create an excellent customer service experience for
your users.
1. Create content
for your customer’s point of view.
Many years ago, people searched for
information in an encyclopedia using concise words and definitive topics. Now,
people search online using questions such as, “how do I connect my DVR to my
remote” instead of “DVR setup.” Your content has to speak the same language as
your customers — they are human and want a human response to their inquiries.
Creating SEO content that is too technical can frustrate visitors. Simplify and
humanize your content to generate a more straightforward, positive customer
experience.
Find out the most common questions that
your customers are asking and ensure the answers are easily found. Don’t make
assumptions about your customers here — dig into some real data. Implement a
chat window and proactively ask visitors what their question is, and talk to
your customer service representatives to see what people are calling in for the
most. Use this data to train your support reps and put that information front
and center. Having this information readily available can ease some of the
frustration already felt by a user seeking customer support.
2. Let the
customer choose how they interact with the content.
Every customer is different: some are
visual, some are verbal. Some are using mobile search on the go, looking for
information fast, while some are at home on their laptop, looking for something
more in depth. Having options available for the customer allows them to decide
how they want to fulfill their needs and own their own experience. Having an
article, FAQ page and video all assisting with the same issue may seem
redundant, but it opens the door for people to digest the information in their
own way.
On this note, it is also important to
have your content optimized for different platforms. The customer is looking
for a seamless experience whether they are on their computer, tablet or cell
phone. One person can have a multitude of devices to view your content on, so
it better function consistently.
3. Test and
optimize.
Once your content is ready to go, it’s
time to test it out. User experience (UX) and A/B testing are fantastic for
working out the kinks on your site. Keep in mind that you are not going to get
everything right the first time — plan on letting the data speak to you and
having to pivot and change quickly.
Know what your specific goals are when
testing. It can be overwhelming when there is so much to watch, listen for and
learn, but remember what you’re trying to affect. Are you shooting for shorter
customer service calls, fewer pages on the site or helping people find content
quicker online? Measure that specific goal that you have in mind cleanly and
adjust as needed to move that goal forward. It’s okay to break a couple things
on your way to achieving your goal.
Today, it is more important than ever
to provide an excellent experience throughout the entire customer journey.
Digital marketing doesn’t have to be just about attracting and selling, but it
should also be used to maintain the customer relationship long-term. Providing
an excellent support experience can be just what you need to maintain a more
satisfied customer overall for a longer period of time.
Looking for digital marketing services?
Get in touch by dropping an email to sales@digitalmarketersindia.com
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