“What’s that?” you say? You can use customer support as marketing?! Well you heard right, my friend!
Do you ever feel like your throwing water on something said on your business’ Facebook page, trying desperately to put out the fire? Or in constant fear that someone somewhere is bad mouthing your one itsy-bitsy mistake? But you then brush it off as “one customer lost, no big deal.” Well listen up! This can impact your marketing and brand value (and not in a good way).
Customer support can and will always make or break a business and that is why companies such as Amazon, Zappos, and Apple have survived… they know they have to rely on clients and word-of-mouth recommendations, making customer service a top priority. Below are three ways to use your customer support as a marketing tool.
Optimize and Strategize
Great reputations of customer service are never built overnight, but there is a way to speed up the process. You and/or your team need to establish a system in order to boost organization and support for clientele. One strategy that might seem simple, but is often overlooked, is to gather common questions thrown at you and create a separate FAQ webpage.
Be Consistent, Dependable, and Put on Your “Uniform”
When you have a team taking calls, it’s hard to be consistent and maintaining a “uniform voice” becomes increasingly difficult, especially as your team grows. Creating a support workflow can save you many headaches. One helpful idea to keep the workflow trickling steady is to have a few select veterans train the new support representatives for at least a month. This way, the new rep isn’t getting thrown to the wolves and lessens the chances of a customer giving negative feedback.
Show and Tell Their Socks Off
Test driving a product or service is all the rage and has been for awhile. 30-day trials are popular, or a “money-back guarantee” is always nice to hear (such as Chegg.com’s 21 day-no questions asked return policy). The main reason it’s popular is because of the fact that the customer isn’t paying money for a time frame when she will be contacting you or your team for trouble-shooting. It’s harder to return a product or service bought online than it is to simply go back to the mall to return that shirt you thought you liked, so be sure to implement the trial period and they’ll come knocking at your door.