6 Ideas to Make Marketing Content Work for Customer Support Teams
According to statistics, three out of five customers consider good customer service as a key factor to building loyalty to a brand. Therefore, excellent customer support service should be a priority for every business.
As it happens, clients tend to expect customer support teams to have all the answers. Since customer support often functions as an individual unit, they can face knowledge gaps. It leads to bad customer support which is one of the reasons why customers switch to your competitors. Therefore, your customer support service team should adopt a realistic, proactive approach that can go a long way in meeting client expectations.
It is possible with the alignment of the marketing and customer support since they have a common audience. Here’s how marketing content can help customer support teams elevate the client experience.
6 Ways to Improve Customer Support Through Marketing
1. Narrowing Down the Content
Customer service teams may have access to the company’s periodicals, but their interactions with clients vastly improve because of customized inputs. For instance, they can receive exclusive emails containing relevant product-based or customer-focused information. This makes sure that they are always in the know about matters their customers are most interested in. Collating the latest eBooks, how-to articles, datasheets, and underscoring important points not only reiterates the brand’s core proposition but also aids understanding.
When you expose the customer service teams to such marketing information, you ensure that their conversations with clients are in tune with the content on your company’s blog and website.
2. Creating an Internal Content Resource
Customers do not like to keep waiting. Therefore, make sure your customer support team is equipped with all the internal content resources.
An internal library or intranet for pooling information is another great way to share content with the customer service team. Instead of spending their time browsing the net for information your marketing team has published, they can receive relevant content as links on the internal resource created specifically for them.
3. Keeping Track of Social Media Interactions
Both the eCommerce customer support team and social media marketing come across a lot of complaints on the phone or a live chat window. However, they rarely work together on social media.
As is the norm, people are more comfortable expressing themselves and giving feedback from behind a screen, enjoying the relative anonymity the internet offers. This means marketing is privy to staggering amounts of feedback from the company’s social media followers. The customer service team does not have access to this.
Keeping communications lines open with the customer service team will keep them abreast of interactions with people on the company’s social media accounts. Be it direct messages to public comments, looping them in tells them how the marketing team handles the problems, engages with the users, and identifies the issues.
4. Include Marketing in Meetings
Customer support service teams are not generally aware of the questions about the product or services, or industry dynamics. Client queries may likely go beyond the specific issues that the executive has been trained to answer. This is where marketing can come in. They are familiar with the industry norms and practices and are closely aware of the product intricacies. If you start integrating both the teams and handle regular meetings for discussions, it will keep the customers well informed during the initial stages of the business relationship. In case you work with a remote eCommerce customer support team, keep them updated with the marketing highlights of the week.
5. Promote Customer Service With the Marketing Team
Customer support service is now a priority for the customers and can even be a differentiating factor for your business. Therefore, if your business is trying to improve at it, customers should get to know about it. It’s also important because most of the time, customers do not even know who to reach out in case of problems.
The marketing team of your business highlights every feature of your brand. Include your customer service too in the list. Promote it on your website, social media, and the company brochure. Marketers can talk to the customer support team, get the details of their work, and portray it accurately.
6. Enhancing Marketing Content With the Insights of Customer Support Team
Customer support teams can also provide invaluable insights about customer behavior to the marketing team. This, in turn, helps them improve their content and make it sharper, more customer-focused, and client-friendly. They can read the transcripts or listen to the recordings of the conversations the team has with the clients. It can bring key points – points that may not be covered on the company blog or website – to the marketing team’s attention.
The collaboration of the customer support team with the marketing empowers business in the long run. When the team works together, it opens new avenues for growth for your business. If you want to enhance your customer support experience, you can also take outsourcing services from an eCommerce customer support company. Vserve Solution is a dedicated eCommerce customer support agency that handles interaction with your customer and influences your brand impression. Contact us to use our experience and provide exceptional customer services.
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