Although traditionally they may seem unrelated, marketing and your customer care strategy actually have a lot in common– the biggest thing being your customers. As a marketer it’s important to be involved in every part of your customer’s experience, as any point of contact can have a major impact on future revenue and customer retention. In fact, according to a recent study by Forrester, most CMOs believe customer experience (CX) is a higher priority now than in the past, largely due to the multitude of ways that customers are now able to interact with companies. This provides a huge opportunity for marketing departments to help hit their own objectives, like sales, customer loyalty, and customer perception, while also increasing the effectiveness of customer care strategies.
1. Customer care is a major touchpoint with your brand
When your customers reach out to your company, they are looking for a solution. This could be anything from questions while the customer is evaluating alternatives, to payment issues, or post-purchase inquiries. All of these circumstances give your company an opportunity to change a customer’s future purchase behavior. With this chance to impress a potential customer or turn an existing customer into a repeat customer, a successful customer care experience can result in increased sales and customer retention — both of which bode well for marketing objectives. In fact, a recent study from PwC shows that among U.S. customers, 65% find a positive experience with a brand to be more influential than great advertising.
2. Keep your brand personality consistent across all channels
Let’s say your company’s brand personality is fun and upbeat. Your aim is to come across as friendly and enthusiastic to everyone who interacts with your company. But then, a customer calls customer support for help regarding their most recent order, and they are stuck with a robotic, unhelpful, and frustrating experience. Their perception of your entire brand is now altered due to this one interaction, possibly ruining the effort that marketing has put in to build the perception in the first place. However, when marketing is involved in customer care strategy, they are able to provide valuable insights into how these interactions should be handled to ensure consistent and persuasive brand voice and style.
3. Keep it conversational
Conversational marketing, or the one-to-one marketing approach where brands interact with customers in a way that is, well, conversational, is the next big thing. Why? Customers want brands to feel more human and they want to interact with brands when they want and how they want. According to an article in Forbes, studies show that 90% of consumers want to use messaging to communicate with businesses, but less than half of the companies have what is needed to do so. With a solution like conversational AI combined with your customer care strategy, not only will customers feel more comfortable using their natural speaking tendencies to communicate, but marketers are also able to leverage upselling and product recommendations in an authentic manner.
So, we know that customer care strategies want to solve problems for customers and decrease average handling times. We know that marketers want to keep their brand perception consistent and keep their customers coming back. And, we know that customers want their problems to be handled quickly, on their preferred channel, and in a conversational manner. A customer care experience is where all of these objectives can, and should, be addressed. Technologies, like conversational AI, make it possible to seamlessly achieve these results.