6 ideas to make marketing content work for customer support teams
February 6, 2019Customer Support
As it happens, clients tend to expect customer support teams to have all the answers. While this may not be realistic, a proactive approach can go a long way in meeting client expectations. To this end, marketing content can help Customer Service Teams elevate the client experience.
1. Narrowing down the content
Customer Service Teams may have access to the company’s periodicals, but their interactions with clients vastly improve thanks to 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, data sheets, and underscoring important points not only reiterates the brand’s core proposition but also aids understanding.
When you expose Customer Service Teams to this 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
An internal library or intranet for the purpose of pooling information is another great way to share content with Customer Service Teams. This makes sure that they don’t waste precious time looking for marketing content. Instead of spending their time browsing the net, looking for information, and generating an unusual traffic signal on Google, they can receive relevant content as links on the internal resource created specifically for them.
3. Keeping track of social media interactions
Customer Service Teams and Social Media Marketing Teams both come across a lot of complaints on the phone or on a live chat window. But Marketing and Customer Service Teams rarely work together on social media.
Social Media Services
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. Something the Customer Service Teams may not have access to.
Keeping communications lines open with Customer Service Teams will keep them abreast on interactions with people on the company’s social media accounts. From direct messages to public comments, looping them in shows them how Marketing handles the problems, engages with the users and identifies the issues their clients may not be discussed openly.
4. Including Marketing in meetings
Many times, Customer Service Teams aren’t asked questions about the product or services, but about the entire industry. It is very likely that client queries may go beyond the specific issues that the executive has been trained to answer. This is where Marketing comes in. They are familiar with the industry norms and practices. Which is why including them in the process helps keep the customer well informed during the initial stages of the business relationship.
These meetings can be scheduled regularly, at a time convenient to the marketing team. If they happen to be segregated according to industry specialization, they can be rotated for meetings with clients based on their area of expertise.
5. Bringing Customer Service Teams up to speed on Chatbot Conversations
Chatbots and other chat tools powered by Artificial Intelligence may not be commonplace marketing tools, but for brands that do use them, they are invaluable tools for gathering feedback for Customer Service Teams.
Chatbots let the company talk to customers directly – either through a direct messaging app or on the website with a bot (an automated robot) answering common questions about their products or services.
This is done to ensure that the bot handles routine, open-ended queries that require simple answers so that our customer support services team is free to troubleshoot complex problems and provide technical help to clients. This also helps take the pressure off the service staff.
The interaction between the bot, who is the spokesperson of the company, and the existing client or potential customer who is visiting the company’s website can be very illuminating. Their conversations can be analyzed and examined to detect how customers and potential clients engage with the bot. Indeed, there’s a lot to be learned from the robot. It may be invisible but it can sure make its presence felt!
6. Benefiting from customer service insights
Online Live Chat Customer Service Teams can provide invaluable insights about clients to Marketing. This, in turn, helps them improve their content and make it sharper, more customer-focused and more client-friendly. Reading the transcripts or recordings of the conversations Customer Service Teams have with clients can bring key points – points that may not have been covered on the company blog or website – to Marketing’s attention.
To conclude, sharing key information with Customer Service Teams and keeping them updated on Marketing empowers them in the long run. And empowered employees work wonders for their clients and for their company.