DIGITAL MARKETING IS PERFECT FOR CUSTOMER SUPPORT
Let’s imagine that you are watching your favorite Netflix show and your Internet crashes without warning. All you can see are a spinning wheel and a black screen. You take your phone and check Google about what happened. There is a suggestion from Google that you can probably check your provider’s help page. However, the site is not optimized for mobile content and cannot answer your question. Instead, you have to rely on customer service numbers only. Here are some foolproof methods to help the customer reach customer service for immediate clarification.
1. Customize the content from the user’s point of view
Year’s back, people would for information in encyclopedias using exact words and precise topics. Nowadays, most people employ questions when they are browsing for information online. Therefore rather than the keyword “DVR setup”, one encounters a question like “ how do I connect my DVR to my remote”. Customers want a human response to their queries and are bewildered by too much technical information. You can follow these guidelines when you are preparing content.
- Simplify your content and understand that the customer is looking for the human element.
- Check out and create answers to the frequently asked customer questions.
- Find out the basic information about the product and don’t make any assumptions about the customer.
- Chat with your customers and find out what they are looking for.
- Enquire about the most discussed topic with your customer service representatives
2. Let the customer choose their version of the content
Customers differ in their dominating multiple intelligences quotient; some may be visual while some may be verbal. They might also use their mobile or their laptop to search for the required information. These differences help the customer in processing information from an article, an FAQ page or a video immediately. Whatever be the platform, whether they are on their computer, tablet or cell phone, and the customer is looking for a seamless experience, where they can experience connectivity.
3. Check for bloopers in the customer service documentation
After the content is customized and ready for the customer’s perusal, you can check for bloopers by doing a trial run. User experience (UX) and A/B testing can be used for performing this trial. There are certain essentials to keep in mind when you are doing so:
- Let the data speak to you and revise the data accordingly.
- You can focus on shorter customer calls, fewer pages on the site or helping find information online.
- Look at your specific goals and measure your targets.
- Achieve your goal by taking the necessary risks.
- Provide the customer with good customer service.
You might have understood that digital marketing is not just about selling products but also about maintaining a long-term relationship with the customer. This can be ensured only by providing good support to the customer so that they are perfectly happy with the service.
-Anushree Srivastava
