The customer service department is unlikely to be the first port of call for a marketer looking to improve their performance. However, if you want to make a significant difference to your website’s performance, its worth walking over and saying hello.
Whilst your outbound marketing – TV, display advertising, video, etc. – might be more exciting at first glance, it’s the information collected by Customer Services that is arguably more valuable to your business.
It’s well established that a great experience can make all the difference in keeping a customer beyond their initial purchase. The best customer experience is when you can make their interaction with you so pain-free and simple that it becomes a no-brainer to return for more.
Healthy stock levels, useful product info, error-free payment processes, and prompt delivery – they’re all hygiene factors if your business is to provide a good customer experience. However, for a great customer experience, you need more. You need to think smarter.